Acquisition expands upon IDG’s platform designed to solve complex marketing challenges at the intersection of media and MarTech

IDG Communications, Inc.—the global expert in technology media, data, and marketing services—announces the acquisition of the Silicon Valley-based marketing data and intelligence company, KickFire®. The acquisition expands upon IDG’s best-in-class marketing technology (MarTech) platform that provides tech marketers with advanced tools to solve complex marketing challenges, including the enhancement of data surrounding customers, prospects, and digital audiences.

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KickFire’s first-party intent data and intelligence are a key data source for many companies in the MarTech ecosystem. The company’s cookieless, privacy-compliant technology allows B2B marketers to de-anonymize website traffic and tap into first-party purchase intent data to enhance their in-market buyer identification, remarketing, website personalization capabilities, and digital marketing practices.

“With the trend toward increasing privacy regulation and pending elimination of third-party cookie tracking on the horizon, we established KickFire as a future-proof component of understanding audience insights and behavior,” said Stephen Oachs, CEO of KickFire. “We’re excited to join the IDG team at this time of unprecedented change in the marketing landscape. The integration of our solution across IDG’s platform of brands and products positions our capabilities as a core component within the fastest growing MarTech provider.”

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“KickFire’s technology is already the industry standard used by most technology marketers, providing visibility into how audiences and technology buyers are researching products,” said Andre Yee, Chief Product Officer of IDG Communications, Inc. “By joining forces with KickFire, we have created the most trusted buyer intent verification processes in the industry that will ultimately accelerate marketing performance for our customers.”

The acquisition underscores IDG’s commitment to building an industry-leading platform and solution set that remains ahead of increasingly diverse audiences and evolving regulations. In 2020, IDG acquired the leading account-based marketing (ABM) platform, Triblio®, and has since woven it into its iconic editorial brands and products.

Kumaran Ramanathan, President of IDG Communications, Inc. added, “The acquisition of KickFire capabilities, along with last year’s purchase of an ABM platform is indicative of our goal to build the best-in-class marketing technology capability for our technology customers. We anticipate further growth through inorganic and organic development following the investment from Blackstone.”

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