Brightblue, a UK-based data analytics and measurement consultancy, agreed to merge with S4Capital-backed MightyHive, the data and digital media consultancy. Financial terms were not disclosed. “As we head into a post-cookie world without many existing forms of measurement, Brightblue’s predictive modelling solutions better prepare us for a future where marketers will have an ever-increasing demand for advice around effectiveness,” Christopher S. Martin, MightyHive Co-Founder and COO, and S4Capital Executive Director.