Piano Acquires Analytics Company - Expanding Digital Reach

Piano Expands Digital Publishing Capabilities Through AT Internet Acquisition

Piano is broadening its offerings for digital publishers by acquiring AT Internet, a French analytics firm with a 25-year history.

Familiar Platform for TechCrunch Readers

While the company name might not be instantly recognizable, many TechCrunch readers are already acquainted with Piano’s technology. We utilize it to manage the reader experience for our Extra Crunch membership program.

A Diverse Client Base

CNBC, The Wall Street Journal, and the Associated Press are among Piano’s other clients. The company positions itself as a comprehensive “digital business platform,” providing solutions in areas like personalization, advertising, analytics, and subscriptions.

Focus on Revenue Generation

According to CEO Trevor Kaufman, Piano’s primary objective is to assist large websites in increasing their revenue streams. He emphasizes that this is fundamentally a marketing challenge, rather than simply a billing issue.

Addressing Data Silos

Kaufman points out that many publishers and digital businesses currently operate with a fragmented data landscape. Information regarding ad revenue, subscriptions, content engagement, and customer profiles are often stored in separate systems.

Integrating with AT Internet’s “user-centric, event-based data store” will enable Piano to deliver a more holistic view of “the full customer journey.” This, in turn, will facilitate more effective personalization of marketing and messaging.

Commitment to Data Privacy

AT Internet’s dedication to “data quality and privacy” was also highlighted. The company assists its clients in adhering to regulations such as GDPR and CCPA.

Leadership and Funding

Mathieu Llorens, the current CEO of AT Internet, will remain in his position and also become a “significant shareholder” in the newly combined organization. The financial details of the acquisition were not revealed.

The transaction was financed through contributions from Updata Partners, Rittenhouse Ventures, and Sixth Street Partners, involving both cash and equity.

Synergies and Future Growth

Llorens stated that the merger represents a significant milestone in AT Internet’s history and its standing within the web analytics sector. He believes that the partnership with Piano will allow for increased investment in existing products and expansion of analytics capabilities.

Kaufman indicated that both companies will continue to offer their products independently while simultaneously working to integrate their platforms. However, he anticipates a convergence as AT Internet’s backend infrastructure powers more of Piano’s features.

Early Stage Event Information

Early Stage is a leading event designed to provide practical guidance for startup entrepreneurs and investors.

Attendees will gain firsthand insights from successful founders and venture capitalists regarding business development, fundraising, and portfolio management.

Comprehensive Coverage

The event will address all critical aspects of company building, including:

• Fundraising
• Recruiting
• Sales
• Legal considerations
• Public Relations
• Marketing
• Brand building

Each session incorporates dedicated time for audience questions and discussion, fostering interactive learning.