Ilkka Oyj buys Finnish martech firm Custobar to expand data unit

What's the deal? Finnish marketing and technology company Ilkka OyjDealroom has a profile for this one. Try Dealroom → has acquired CustobarDealroom has a profile for this one. Try Dealroom →, a specialist in customer data platforms and marketing automation tools. Custobar, which employs about 20 people, will keep its own brand and current management as part of IlkkaDealroom has a profile for this one. Try Dealroom →'s data and technology business area. Terms were not disclosed.

What changes for customers? Nothing immediate. Contracts and contact persons stay the same, and the deal does not affect customers' day-to-day operations or partner collaboration.

What's the endgame? Founded in 2014, Custobar generates roughly 30% of its revenue abroad and is expanding through partners into the DACH region, the Nordics, the Baltics, and Benelux. Chief executive officer Laura Ek said (translated from Finnish) that joining Ilkka lets Custobar "accelerate our product development and expand into international markets more effectively."

The bigger picture: Custobar joins Ilkka's data and technology core alongside marketing and communications tech firm LianaDealroom has a profile for this one. Try Dealroom →, Swedish stakeholder communications software company UngappedDealroom has a profile for this one. Try Dealroom →, and data-driven sales and marketing specialist ProfinderDealroom has a profile for this one. Try Dealroom →. Ilkka's expert services span design and technology agency EvermadeDealroom has a profile for this one. Try Dealroom →, social media marketing firm MysomeDealroom has a profile for this one. Try Dealroom →, and B2B marketing partner MyynninmaailmaDealroom has a profile for this one. Try Dealroom →.

The signal: The acquisition deepens Ilkka's consolidation of Nordic martech, adding a customer data platform to a portfolio that increasingly targets international growth.

Read more: markkinointiuutiset.fi

Image credit: Negative Space