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First Party Data intelligence specialist Wayin acquired by Cheetah Digital


July 2019


Marketing services and technology, Software

Deal Type


Our Role

Sell side & fundraising

About Wayin

Wayin is a self-service SaaS platform which helps marketers easily create zero and first-party data collecting experiences that engage audiences across the customer lifecycle on all digital channels. The Company was formed in 2016 following the merger of two leading data led businesses – Wayin, founded by ex-Sun Microsystems co-founder Scott McNealy, and Engage Sciences. Wayin helps brands collect the data they need for personalising marketing and advertising directly from consumers. This is enabled through interactive experiences that offers consumers a transparent and mutually beneficial value exchange for connecting with the brand and sharing data on their motivations, interests and desires.

About Cheetah Digital (backed by Vector Capital)

Cheetah Digital, formerly Experian’s Cross-Channel Marketing business (CCM), is a global enterprise cross-channel marketing solutions provider. The business was launched in 2017 when Vector Capital, a leading technology-focused global private equity firm, along with Peter McCormick, co-founder of ExactTarget (acquired by Salesforce) acquired Experian’s CCM. The transaction encompassed Experian’s suite of cross-channel and email marketing products, including the Experian Marketing Suite, CheetahMail and Mail Publisher, as well as a full portfolio of professional and strategic services. Today, Cheetah Digital is the world’s largest independent enterprise cross-channel marketing technology company. It provides a unique combination of technology and in-house professional services that marketers require to manage the breadth of data they possess and to deliver on the complex channel execution required to create lasting customer relationships.

About the deal

Cheetah Digital announced it has acquired 100% of the share capital of Wayin. The acquisition strengthens Cheetah Digital’s ability to help marketers collect zero- and first-party data and preference insights to drive hyper-personalised, real-time experiences and meaningful customer engagement across all channels and stages of the customer lifecycle.

Our work

We acted as exclusive financial adviser to the shareholders of Wayin Inc on their sale to Cheetah Digital.

Privacy and personalization can only exist in the future with a first- and zero-party data strategy, rather than third-party data that is increasingly incomplete, inaccurate, and breaches consumer trust.
We're thrilled to join Cheetah Digital and continue our mission to facilitate honest, mutually beneficial relationships between brands and consumers.

Richard Jones






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