Insider buying Bluecore validates the destination

Two weeks ago Insider One bought Bluecore, combining together to attempt autonomous, end-to-end customer engagement. Yet another strong indication that autonomous marketing is a real category and a problem worth solving.

Bluecore had previously closed Series A–E at a $1B valuation, and Insider One took notice. Insider's CEO Hande Cilingir believes that this isn't just about adding an AI layer on top of marketing (which Insider One already had), but instead making it the brain:

"Our platform doesn't layer AI onto marketing – it is the execution layer."

It's what I've been writing about for weeks now, and why I believe in Hyp. The old workflow-first stack that many CRMs and marketing automation SaaS companies have is the wrong shape for modern marketing, and someone with $1B+ of equity seems to agree.

Whereas Insider One collects events for each of its tenants and processes them independently, Bluecore is combining events across tenants and looking for patterns. It's this knowledge that is their moat.

Kalbir Talwar at Briefs.co said:

"The most valuable piece of Bluecore isn't the customer list. It's the Transparent ID Network."

Bluecore's tenants process 10B+ daily shopper events, meaning they have a lot of data for machine learning and agents to work with. Plus, they may also have better ability to stitch users across devices.

It remains to be seen how quickly Bluecore and Insider One can integrate. Two identity graphs and two sets of events are fragmented and re-architecting will be a big engineering job, multi-quarter, perhaps even multi-year.

Regardless, it's a positive signal in the market, and why I'm excited about what Hyp can bring, taking a similar approach but with a unique twist (making data understandable to the average marketer, creating content, AND taking action autonomously).

Question is...how fast can I bring it to market.