Metadata, a marketing operating system for B2B, completed the acquisition of Reactful, a real-time web optimization and personalization platform for B2B marketers. Financial terms were not disclosed. “Metadata is changing how marketers work so they can drive more revenue. We’re thrilled to join such a dynamic team and see website personalization as a key component of the Marketing Operating System,” Leifur Thordarson, Reactful President & CEO.