GV, the corporate venturing arm of internet technology firm Alphabet, has exited US-based mobile marketing automation platform Carnival.io through an acquisition by cloud marketing technology provider Sailthru, which paid an undisclosed amount.
Carnival has built a platform, launched in 2013, which brands can use to engage with and manage their communications to their app-based audiences through personalised messaging.
The company, then known as Carnival Labs, raised $2.4m in 2013 from GV, then called Google Ventures, Lerer Ventures, Flybridge Capital Partners, Bowery Capital and angel investors Gary Vaynerchuk, David Tisch, Jos White and Michael Lazerow.
Guy Horrocks, chief executive of Carnival, said: “Both of our businesses are built for modern marketers: with Sailthru, you have an extremely powerful engine able to provide true personalisation at scale.
“At Carnival we share this vision and have built an intuitive mobile platform for marketers. By making it extremely easy-to-use, we save marketers time and increase their opportunities for success in the rapidly evolving mobile landscape.
“I am excited to see what we can bring to market together as mobile becomes an even greater priority for every retail and media brand.”