Digital marketing technology firm BrightTag has sealed a partnership with Yahoo! Japan, the companies said Wednesday.
Chicago-based BrightTag makes software to help website owners manage "tags," or bits of code planted by outside marketers to collect users' data and track their preferences. The "strategic business alliance" with Yahoo! Japan means BrightTag's technology will underpin the Tokyo-based company's media services, streamlining its connection to advertisers and allowing for centralized data collection.
The partnership comes as BrightTag seeks to expand globally. In August, it acquired a London-based competitor to boost its presence in Europe. BrightTag's software platform is used on websites in more than 150 countries.