Braze Shares Soar in Market Debut

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Customer-engagement software company sees its stock rise 44% on first day of trading

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The 10-year-old company, which was known as Appboy until 2017, works with brands like Burger King, Etsy.,

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HBO Max and Pizza Hut to determine how and when it is best to contact consumers.

Its technology works with customers’ mobile apps, websites, set-top box applications and other offerings to try to better understand their customers.

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“Is [this] Someone who absolutely loves new things? Are they seasonal buyers or utility buyers? Do they respond to waivers?” said Breeze chief executive Bill Magnussen.

Breeze helps brands use their first-party data, including information that companies collect about their customers through apps or loyalty card programs, to try to understand consumers and then be able to communicate with them.

Meanwhile, the long-standing trend of using third party data for marketing purposes is under pressure. Apple Inc.

Changes were made to give consumers more control over their data usage on apps. The changes have reduced the amount of data about their habits and interests that helps marketers target their advertising. Google also plans to stop supporting third-party tracking cookies in its Chrome browser by the end of 2023.

Marketers are battling the shifting landscape partly by relying more heavily on their own first-party data, said analyst Mike McGuire, vice president at research firm Gartner. Inc.

Which focuses on multichannel and mobile marketing.

“Platforms like Breeze … need to help customers stop their reliance on third-party data and identify other ways to engage individuals,” Mr. McGuire said.

He added that when brands are constantly trying to contact marketers via email, push notifications, text or anywhere else they have to help marketers through the noise they’re trying to reach consumers.

Breeze has over 1,000 employees in offices around the world and says 40% of its revenue comes from outside the US.

software giant Adobe Inc.

and Salesforce.com Inc.

Among Breeze’s competitors are smaller players such as email marketing service Mailchimp, which is also offering Intuit. Inc.

Agreed to buy in September for about $12 billion.

Megan Graham at [email protected]

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