DXP Acquia to acquire DAM and PIM provider Widen

Open source digital experience platform Acquia announced an agreement to acquire Widen, maker of digital asset management (DAM) and product information management (PIM) technologies. The deal is expected to close later this month.

With this addition, the Acquia Open Digital Experience Platform will enable businesses to manage visual content workflow across the full cycle of digital experiences and enrich it with product data.

The Widen PIM offering centralizes product data for syndication across websites and ecommerce channels, making it a hand-in-glove fit for digital content creation workflows by marketing teams. The acquisition also introduces Acquia to new customers, as Widen currently boasts more than 700 organizations that use its technology, including New Balance, Energizer and Crayola.

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Why we care. This deal follows the trend we’ve seen among some of Acquia’s DX competitors to provide digital asset management technology for users. For marketing teams, this goes much further than just the needs of a remote-work staff adjusting to the pandemic.

The demands for content management have never been greater due to the number of channels a marketing team needs to cover, and this content production needs to be centralized and data-enriched in order to be relevant to consumers.

You can see from the Real Story Group’s marketing technology subway map below that Adobe and Oracle are already aboard the DAM train, as well as two of Acquia’s direct competitors, Optimizely and Sitecore. The trend is towards one-stop shopping in the marketing tech space.

Dig deeper: The Real Story on MarTech’s case for digital asset management.