Signal

About Signal

Signal Digital Inc., which operated as Signal, was a Chicago-based marketing technology company founded in 2009. The firm, formerly known as BrightTag, provided a platform that enabled marketers to collect, synchronize, and distribute customer data from both online and offline sources.

The company's core product was its Open Data Platform. This technology was designed to help brands unify customer data points across various devices and channels, creating a persistent customer identity. By integrating disparate marketing technologies, the platform allowed businesses to engage with customers in real-time. Clients utilized the service for enhancing customer retention and personalizing marketing messages. The business served major brands such as Allstate, Audi, GAP, and Macy's.

In May 2014, the company, then named BrightTag, acquired a smaller Chicago-based marketing software firm also named Signal. Following this acquisition, BrightTag rebranded itself as Signal to reflect a unified focus on strengthening the connections between brands and consumers. The acquisition brought together former Orbitz executives Mike Sands, CEO of BrightTag, and Jeff Judge, CEO of the original Signal.

On August 14, 2020, Signal was acquired by TransUnion, a global information and insights company, for an undisclosed amount. The acquisition was part of TransUnion's strategy to expand its people-based, identity-enabled marketing solutions, complementing its 2019 purchase of TruSignal. Signal's capabilities in real-time data collection and customer loyalty were seen as a key addition to TransUnion's existing strengths in customer acquisition. At the time of the acquisition, Lisa Weinstein was the Chief Executive Officer of Signal.