Preference Choice Publication

TUNE joins forces with rival CAKE as it is acquired by Constellation Software

David Murphy
Hamilton: "TUNE and CAKE playing on the same team is a really big deal to those that know our ecosystem"

Partner marketing platform TUNE has been acquired by Canadian software firm, Constellation Software’s Perseus division. The acquisition marks the second move into partner and affiliate marketing technology by Perseus, following its 2019 acquisition of the CAKE Software business.

TUNE builds technology to power marketing partnerships across mobile and web. The TUNE Partner Marketing Platform is a SaaS platform for building, managing, and growing partner programs for advertisers and networks.

CAKE Software provides performance marketing software that enables more than 500 advertisers, networks and publishers to manage, measure and optimize their digital marketing campaigns in real-time. Established in 2010, the company specializes in providing solutions for affiliate marketing, lead generation and multichannel marketing. The companies said that together, they expect to be the largest source of software for performance marketing professionals and networks worldwide.

“We solve our customers’ needs by building the most scalable, flexible technology that gives them complete autonomy and ownership of their marketing partnerships,” said TUNE GM, Cameron Stewart. “As a part of the Perseus operating group of Constellation, our customers will continue to see the advantages of our deep knowledge in mobile, fraud prevention, partner payment solutions, and our robust API. We will also draw on the expertise and unique learnings the CAKE team provides for lead distribution and multichannel marketing. This gives us the ability to advise our clients on the right solutions for their needs, with the best resources and tools that come from both companies.”

TUNE said that its customers should expect no changes to their current products, access, or service as a result of this transaction.

In a blog post, TUNE CEO, Peter Hamilton, said: We have often considered what a merger or consolidation might look like with CAKE, and now we’ll be joining forces with the backing of a major acquirer behind us. While TUNE and CAKE have different approaches to the market, we have an incredible amount of learnings, opportunities, and efficiencies we can now share.

“Combining this know-how, our market share, and plans for more acquisitions in performance marketing, I believe we’ll be able to deliver better, more sustainable software for our customers than ever before. Needless to say, TUNE and CAKE playing on the same team is a really big deal to those that know our ecosystem, and I can’t wait to see many more acquisitions on the horizon.”