Spiceworks Ziff Davis buys Aberdeen

Spiceworks Ziff Davis has acquired Aberdeen, a provider of behavioral-based marketing solutions and research.

Spiceworks Ziff Davis has acquired Aberdeen, a provider of behavioral-based marketing solutions and research. No financial terms were disclosed. Aberdeen was backed by Halyard Capital.


[Austin, TX—November 23, 2020] Spiceworks Ziff Davis (SWZD), a division of Ziff Davis, a J2 Global company, has acquired Aberdeen, a leading global provider of behavioral-based marketing solutions and research.

Aberdeen provides intent-targeted media, demand generation programs, and independent industry research. SWZD is a leader in demand generation and integrated intelligence-driven marketing, and has a massive reach into the entire buyer’s collective with a monthly audience of 71.5M across powerhouse IT brands. By combining Aberdeen’s highly scaled data and wide-reaching industry research with SWZD’s community of technology professionals and robust performance marketing capabilities, SWZD is now positioned as a premier B2B tech marketplace.

“We give our clients actionable visibility into the businesses that are truly in-market for their products and unparalleled access to quality, scale, and diversity of B2B tech intent data to make meaningful connections with those buyers,” said Richard Jalichandra, Executive Vice President and Global General Manager of SWZD. “With the union of businesses, we immediately married our data and boosted our intelligence, resulting in a 15% increase in businesses, 70% increase in segment scale, 30% richer intent data, and expansion into 15 new verticals.”

Mark DePalma, CTO of Aberdeen, also commented, “We are excited about the opportunity to expand the reach and identity of Aberdeen as a subsidiary of SWZD to put customers in even closer contact with the very buyers and influencers they’re targeting. Through the power of our combined data sets, vertically integrated demand generation capabilities, and continued innovation in our technology and services, we help customers with unparalleled targeting and marketing outcomes.”

Outside of data, Aberdeen has a suite of unique products that complement SWZD’s products and services (e.g. a rich research library of industry intelligence, technographic data, firmographic data, and a Europe-based call center). For the near term, Aberdeen will operate independently as a wholly-owned subsidiary and division of SWZD.

About Spiceworks Ziff Davis
Spiceworks Ziff Davis is the trusted global marketplace for connecting technology buyers and sellers across all marketing channels. By leveraging the breadth and depth of relationships with millions of professionals involved in B2B tech purchase decisions, we are uniquely positioned to provide unparalleled insights and intelligence to help technology buyers and sellers grow their businesses. http://www.swzd.com.

About Aberdeen
Aberdeen is a leading global provider of B2B buyer behavioral data used to improve the performance of marketing and sales. Our solutions help to accelerate revenue growth by identifying, prioritizing, and engaging prospects at the optimal points throughout the buying journey. And, our intent data is some of the largest scale, most accurate, and highly targeted in the market. https://www.aberdeen.com.

About J2 Global
J2 Global, Inc. (NASDAQ: JCOM) is a leading Internet information and services company consisting of a portfolio of brands including IGN, Mashable, Humble Bundle, Speedtest, PCMag, RetailMeNot, Offers.com, Spiceworks Ziff Davis, Everyday Health, BabyCenter and What To Expect in its Digital Media segment and eFax, eVoice, iContact, Campaigner, Vipre, IPVanish and KeepItSafe in its Cloud Services segment. J2 Global reaches over 230 million people per month across its brands. As of December 31, 2019, J2 Global had achieved 24 consecutive fiscal years of revenue growth. For more information, visit: www.j2global.com.