After a flurry of CDP acquisitions in January, things had been quiet on that front – until this morning, when we learned that Relay42 is being purchased by Supermetrics. The deal reverses the pattern of earlier CDP acquisitions, which had been been by customer-facing companies in content management (Contentstack/Lytics), customer service agents (Uniphore/ActionIQ), and ecommerce (Rokt/mParticle). Earlier CDP acquistions had also largely involved customer-facing businesses such as retail marketing (Bloomreach/Exponea), email (Sitecore/Boxever) and messaging (Twilio/Segment). But bear in mind that Relay42 is what we call a campaign CDP, meaning it offers journey orchestration, personalization, and outbound campaigns, as well as advanced analytics and AI agents. So the underlying logic is the same: vendors want to provide both data assembly and activation. While other acquisitions added a CDP’s data assembly capabilities to an existing activation system, Relay 42 adds activation to Supermetrics data assembly.…