US marketing software vendor BrightTag is rebranding as Signal, the name of a smaller company it purchased earlier this year.

In a highly eventful press release, the Chicago-based firm says the name is more reflective of its current approach, taking into account its ambition to help marketers strengthen the “signals” between brands and customers.

Not only this, the company is also releasing what it claims is the industry’s first Open Data Platform for aiding synergy between marketing technologies.

New tool

Signal’s latest product comprises a suite of tools that are said to help businesses in connecting their data and marketing solutions.

The firm has seen evidence of its clients struggling to integrate marketing programs for email, customer relationship management and mobile among others, and Marc Kiven, the company’s founder and chief revenue officer, says this problem inspired the company’s rebrand.

“Signal solves the problem by cutting through the noise,” he commented.

“We harness and sync up consumer signals, and make marketers’ technologies talk to each other, all in real time.”


The original Signal was acquired by BrightTag in May, although a price for the deal was never disclosed.

Signal offered DIY tools for helping small and medium-sized businesses collect and manage data from various places across the web. Some of the company’s larger clients included Yahoo Japan, Gap Inc. and department store giant Macy’s.

Part of the move saw a reunion between Signal founder Jeff Judge and BrightTag CEO Mike Sands. The pair worked together at travel site Orbitz, a known incubator for Chicago’s brightest tech talents.

Around 100 Signal employees also made their way over to BrightTag, which by then had received over $50 million in venture funding since its formation just four years ago.