S4Capital-backed MightyHive, the provider of programmatic solutions for marketers and agencies, agreed to acquire Lens10, which provides independent analytics expertise. Financial terms were not disclosed. "First-party data is part of the S4Capital 'holy trinity' and these mergers support our strategic vision of creating the leading digital-only, new era marketing services firm. Marketing analytics expertise is a key part of marketers' foundational toolkit and critical to execute more agile and personalized campaigns. Recent Google and Apple decisions around third party cookies have also enhanced the importance of first party data. The team at Lens10 and their stellar reputations across Australia naturally complement MightyHive's global consulting services as we continue to expand and prosper worldwide," Pete Kim, MightyHive Founder and CEO.