Newscycle will add MG2's subscription and audience tools to its digital platform following acquisition of the Pennsylvania-based software company.

Newscycle chief executive Scott Roessler says the Marketing G2 product suite - which includes applications to manage audience engagement and customer relationships as well as for data discovery and visualisation - complements the Newscycle subscription and content management platforms. The applications "enable better tracking of audience behaviours, tighter management of related data and the ability to generate data-driven marketing campaign decisions," he says.

MG2's marketing, analytical, training and site hosting services are claimed to be used by more than 30 per cent of the world's top online news media groups, including Advance Newspapers, Cox Media, Digital First, Gannett, Hearst, Simon & Schuster and Tribune Publishing.

Roessler says with the acquisition, the combined company will be uniquely positioned to provide frictionless self-service subscription tools, as well as a single point of access to customer and content assets.

MG2 president and founder Patrick Glennon, who will lead the combined subscription teams, says he sees a "very exciting phase of growth and innovation" for all as a result of the deal. "Since its inception, MG2 has been about technology that improves customer engagement and user experience.

"Our growth is a testament to a great team dedicated to providing digital technology that leverages customer data to transform the business of producing and selling content."

Financial details of the transaction, which closed on December 3, have not been disclosed.