Acquia to Acquire Widen, Advancing Acquia Open Digital Experience Platform

Widen cloud-based DAM and PIM software enables brands to manage marketing workflows and rapidly expanding digital footprints

Acquia today announced that it has agreed to acquire Widen, a cloud-native maker of digital asset management (DAM) and product information management (PIM) software. Widen unites digital assets such as rich media, product information and marketing copy in a single workflow and provides an intuitive interface to democratize access for marketers to all of a brand’s resources. By providing a foundation for collaboration, coordination and control of the full digital content lifecycle, Widen will enable marketers and website builders to create richer and more distinctive customer experiences using Acquia Open Digital Experience Platform (DXP).

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“We will immediately invest in accelerated development of the Widen solution, and leverage our global capabilities and partner network to bring it to marketing organizations that use Acquia Open DXP to manage, transform and deliver digital assets at scale.”

To create personalized customer engagement at scale, brands create immense volumes of digital content. Traditionally, the DAM simplifies marketers’ access to this content, and manages versions and workflow to ensure consistency. But within the context of a DXP, a modern DAM must also provide robust technical capabilities and extensibility. A PIM solution should enable enrichment of product data with marketing copy and digital assets to easily create branded product content. Together, these capabilities help organizations create and refine distinctive digital experiences based on evolving customer preferences.

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“Acquia has long been an established leader in managing textual website content. Now, with Widen, we will be able to offer world-class capabilities around rich media and product information content,” said Dries Buytaert, Co-founder and CTO of Acquia. “Widen is consistently ranked a leader by industry analysts for vision, execution and market presence. We have numerous joint customers today, and believe Widen software will deliver value to Acquia Marketing Cloud and Drupal Cloud customers. We’re excited to welcome the Widen team to the Acquia family and to collaborate with them on Acquia Open DXP.”

“With Widen, we continue to differentiate Acquia Open DXP by adding enterprise-grade, cloud-native DAM and PIM capabilities,” said Mike Sullivan, President and CEO of Acquia. “We will immediately invest in accelerated development of the Widen solution, and leverage our global capabilities and partner network to bring it to marketing organizations that use Acquia Open DXP to manage, transform and deliver digital assets at scale.”

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