The operation leads to the creation of a unique platform in Italy, a reference player in the domestic market and with international ambitions.
Milan, June 30, 2023 - From the integration of skills of Neodata Group and Adabra comes Blendee, a newly designed Customer Data Platform(CDP), which encapsulates within it 3 existing technologies (Adabra, Adagio and Exaudi), leaders in the areas of Customer Data Platform, Ad Server and Audience Platform(DMP) respectively.
Neodata and Adabra will remain the reference partners of the new entity, which will be supported by the
specialized BlackSheep MadTech Fund: the first vertical European fund specialized in investments in digital technologies applied to the digital marketing and advertising sectors, which provides both market know-how and a capital of €6 million for product development and internationalization.
Blendee is the first European solution that allows marketing and communications players to rely on what is called a MOS (Marketing Operating System): a SaaS platform based on artificial intelligence and machine learning that differs from many CDPs on the market to date in a number of distinctive features. The first is simplicity. Blendee is a platform that is easy to install, configure and use: its operating system is an end-to-end solution that is integrated upstream (with the main CMSs and CRMs) and especially downstream with the entire AdTech universe: audience activation is not limited to proprietary channels (email, sms, push notifications, or "customer match" with Meta and Google), but includes the entire programmatic world of SDRs up to connected TV.
The platform is omni-user, identifying and managing both customer data (already available to companies) and data relating to anonymous visitors. This, through cookieless methods and in full compliance with current European standards. Moreover, it is also omni-channel: in addition to traditional digital touch-points such as a company’s website, app or social media pages, the new platform also collects data from “off-line” points such as store checkouts or loyalty systems.
Gian Mario Infelici, CEO of Blendee comments, "Nothing will be the same as before in the world of Advertising and Marketing. The new platform allows to fully exploit the data that companies have at their disposal, and to propose, to each user / consumer, the best message through the most appropriate channel. We are extremely satisfied with this operation that will allow us to express our value abroad as well."
Sandro Moretti, co-founder of BlackSheep: "The operation that led to the birth of Blendee was profoundly challenging for us: thanks to the fund's specialization and the experiences of our investment team, we were able to bring entrepreneurs and technologies together to make a system, overcoming the classic individualism of Italian SMEs, which often hinders the growth and internationalization of companies. This was able to happen mainly thanks to the willingness of the management of the two companies, who fully grasped the potential of this operation. In Blendee there are 30 years of know-how accrued by Neodata and Adabra, industrial relations, unique skills and strong ties with the Italian university fabric, which are fundamental for the enhancement of talent in our country."
Giovanni Giuffrida, CIO of Blendee, said, "The birth of Blendee is a significant step for the digital advertising ecosystem, in Italy and abroad. The creation of a
platform capable of accompanying companies by giving value to data at every stage of the process of their marketing strategy represents a novelty in the international Madtech environment. The
expertise that Neodata and Adabra bring has enabled the creation of a solution that
will soon prove its authority in the market."