Redo today announced the acquisition of Contextual, an identity resolution platform that helps ecommerce brands recognize anonymous site visitors and activate them across email, SMS, and paid media channels. By bringing Contextual into the Redo Marketing Cloud, merchants gain a unified platform that connects identity resolution directly to lifecycle marketing - turning unknown traffic into revenue without waiting for an opt-in.

A Note from Redo

"With constant changes and policy updates it's very hard for brands to get a complete picture of their shoppers. With the data Redo already collects via Returns, Support, and the rest of the platform, we're adding the last piece of the puzzle with Contextual. Together we're combining identity resolution with a fully enriched customer record that no one else has."

Sterling Snow, Co-Founder and CEO of Redo

What This Means for the Brands We Serve

Since iOS 14 tightened tracking and browser cookie windows shortened, most ecommerce brands have been operating with a significant blind spot. In many cases, 70–90% of site traffic goes unidentified – visitors with real purchase intent who leave without a way to reach them. Traditional email capture and pixel-based retargeting weren't built for this world.

Contextual uses true server-side tracking and advanced identity resolution to close that gap. Their platform is fully GDPR-compliant, with an expanded growth mode available for U.S. brands. The results are real — Wild Oak Boutique now generates more revenue from Contextual abandonment flows than from their traditional pixel-based flows.

Combined with Redo's Email, SMS, Order Tracking, and AI marketing automation, merchants can now:

• Identify a dramatically larger share of site visitors, including those who don’t fill out a form or complete a purchase
• Trigger email and SMS flows earlier in the journey, based on actual behavioral intent rather than opt-in status
• Improve ad match rates and attribution across Meta, TikTok, and other acquisition channels
• Activate a unified customer identity across every touchpoint — from first site visit through post-purchase

A Note from Redo's Marketing Cloud

"Contextual gives every merchant on Redo's Marketing Cloud a bigger audience to talk to by making use of the traffic they already pay for. When that's connected to our email, SMS, and AI marketing agent in a single platform, we’re seeing great results. We're excited to bring that to everyone."

Jared Cahoon, GM of Marketing Cloud at Redo

Looking Ahead

Redo will continue investing in Contextual's core technology and team. Mike Zinn, engineering lead from Contextual, is joining Redo full-time to accelerate the integration into the Marketing Cloud. Existing Contextual customers will continue receiving the same service they rely on today, with expanded capabilities and deeper channel activation rolling out over the coming months.

This acquisition represents Redo's commitment to giving merchants every advantage at every stage of the customer journey — starting well before checkout.

More updates to come soon.

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