Tail Target

What Tail Target does

Tail Target is a Brazilian data intelligence company that operates as a wholly-owned subsidiary of TOTVS following its 2020 acquisition. Founded in São Paulo in 2012 as one of Brazil's first Data Management Platform (DMP) providers, the company built proprietary technology to consolidate fragmented first-party data from multiple channels into unified customer profiles using cookies, behavioral algorithms, and audience segmentation. In 2019, Tail launched a Customer Data Platform (CDP) powered by artificial intelligence and machine learning to deliver real-time, 360-degree views of customer behavior in response to the deprecation of third-party cookies. Following the acquisition, its products have been rebranded as TOTVS Audiences – Tail (an audience marketplace with profiles from leading Brazilian publishers and data providers), TOTVS Data – Tail (the AI/ML-enabled CDP), and TOTVS Index – Tail (a retail purchase data platform covering 36+ million consumers, 40,000+ physical stores, and 1.67 billion processed invoices across Brazil).

The company's core technology stack centers on proprietary behavioral profiling algorithms and machine learning pipelines applied to first-party digital and retail transaction data. Its primary data asset is the TOTVS Index – Tail retail intelligence network, which integrates point-of-sale data from more than 40,000 physical stores; combined with publisher-sourced audience profiles, this creates a differentiated Brazilian consumer dataset that competitors without similar data partnerships cannot easily replicate. All products are positioned as compliant with Brazil's LGPD data protection regime.

Tail monetizes through enterprise licensing of its DMP, CDP, and audience intelligence software (subscription/recurring model) and via its audience marketplace, which charges for access to exclusive publisher-developed audience segments. The company serves enterprise marketing teams seeking unified customer data management and retail companies in high-turnover FMCG categories, distributing its solutions through TOTVS's direct enterprise sales force, a self-service customer dashboard, and a Zendesk-based support operation. Headcount is reported at 11-50 employees, and operating geographies remain centered on Brazil, with limited signals of broader Latam or US expansion beyond leadership scope.

Name

Tail Target

Legal name

Tail Target

Website

https://tail.digital

Company type

Private

Founded year

2012

Operating status

Acquired

Headcount range

11–50 employees

Short description

Tail Target is a Brazilian data intelligence platform offering DMP, CDP, and retail purchase analytics to enterprise marketing teams and high-turnover retail companies. Founded in 2012 and acquired by TOTVS in 2020, it now operates as a subsidiary leveraging AI/ML-driven audience segmentation and a proprietary first-party data network covering 36+ million consumers.

Ownership category

akta.pro rank

Product category

Customer Data Platform (CDP) / Data Management Platform (DMP)

NAICS

Marketing Research and Public Opinion Polling (541910), Media Representatives (541840)

SIC

Services-Advertising (7310), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Data Management Platforms (DMP) & Customer Data Platforms (CDP) (BPAMALAD)

akta.pro secondary industry

Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD)

Keywords

• Customer data platform
• Data management platform
• Audience segmentation
• Retail data analytics
• Marketing data intelligence

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Others

Revenue model

1. Data Intelligence Platform Licensing: Enterprise software licensing for CDP, DMP, and audience intelligence solutions. Solutions are offered as part of TOTVS's comprehensive business management portfolio, targeting companies seeking data-driven marketing optimization.
2. Audience Marketplace Access: Virtual marketplace providing exclusive audience segments developed by publishers and data providers, allowing advertisers to purchase targeted audience profiles for campaigns.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Tail Target is a Brazilian data intelligence company that builds Data Management Platform (DMP), Customer Data Platform (CDP), and audience marketplace software for enterprise marketing and retail customers. Its solutions consolidate multi-channel behavioral and consumer data into unified 360-degree customer profiles, use AI/ML algorithms to create audience segments and personas, and enable campaign targeting through a virtual marketplace of first-party audience profiles from leading Brazilian publishers and POS retail data from 40,000+ physical stores.

Product overview

Tail Target operates as a data intelligence platform now integrated under TOTVS, offering a suite of products including TOTVS Audiences – Tail (audience marketplace for campaign targeting), TOTVS Data – Tail (CDP for 360° customer view with AI/ML), and TOTVS Index - Tail (retail purchase data intelligence). The original Tail company pioneered DMP technology in Brazil in 2012, evolved to CDP solutions in 2019, and was acquired by TOTVS in 2020. All solutions comply with Brazil's LGPD data protection requirements.

Differentiator

Problem solved

Functional benefit

Brands

• TOTVS Audiences – Tail: Formerly Tail Audience Marketplace. A virtual marketplace for audience selection in campaigns with profiles from publishers and providers in Brazil.
• TOTVS Data – Tail
• TOTVS Index – Tail

Products and services

• TOTVS Audiences – Tail (formerly Tail Audience Marketplace) Virtual marketplace for audience selection that provides precise targeting profiles developed by leading Brazilian publishers and data providers, enabling advertisers to activate first-party audience segments without relying on platform shelf segments from major ad platforms; offered as part of TOTVS's enterprise data intelligence portfolio.
• TOTVS Data – Tail (formerly Tail CDP) Customer Data Platform that centralizes consumer data and provides a real-time, unified 360-degree view of customer behavior across all touchpoints using AI and Machine Learning; enables persona creation and generation of qualified profiles for prospecting and lead conversion; LGPD-compliant.
• TOTVS Index – Tail (formerly Tail Shoppers) Retail purchase data intelligence platform integrating point-of-sale data from 40,000+ physical stores across Brazil, providing consumer profile insights for high-turnover/FMCG market companies; covers 36+ million consumers and 1.67 billion processed invoices; LGPD-compliant.
• DMP – Data Manager Platform Pioneering Brazilian Data Management Platform introduced in 2012 that consolidates and integrates information from various channels and sources, using behavioral digital expertise and specialized algorithms to create unified customer profiles and audience segments for marketing intelligence.

Quantifiable outcome

• Centralized and managed customer data with 360-degree behavioral visibility across all contact points
• +3 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

One partnership is on record.

• TOTVScoreStrategic or Co-development Partner · 1 January 2020In 2020, Tail was acquired by TOTVS, Brazil's largest technology company. This acquisition integrated Tail's data intelligence expertise into TOTVS's comprehensive business management software portfolio. Tail now operates under the TOTVS brand with its products rebranded as TOTVS Audiences – Tail, TOTVS Data – Tail, and TOTVS Index – Tail, providing TOTVS customers access to DMP and CDP capabilities for marketing intelligence.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Lotame: Lotame is a global data management platform offering audience data, identity resolution, and data collaboration. It is a direct peer as both companies operate DMPs serving advertisers and publishers with audience segmentation.
• LiveRamp: LiveRamp provides data connectivity, identity resolution, and audience infrastructure through its Data Collaboration Platform. It is a direct peer as both companies solve the same enterprise problem of unifying customer data and enabling cross-channel audience activation.
• Twilio Segment: Segment by Twilio is a leading customer data platform that unifies customer data and routes it to downstream tools. It is a direct peer as both companies provide CDP infrastructure for collecting, cleaning, and activating first-party customer data.
• mParticle: mParticle is an AI-native customer data platform focused on data quality, identity resolution, and real-time audience activation. It is a direct peer operating at the same technology layer (CDP) with similar enterprise and mid-market use cases.
• Treasure Data: Treasure Data (owned by SoftBank/ARM) is an enterprise CDP that unifies first-party customer data and powers audience activation. It is a direct peer with comparable CDP architecture, AI-based segmentation, and enterprise sales motion.

Broad incumbents

• Salesforce CDP (Data Cloud): Salesforce's Data Cloud (formerly Genie) is a natively integrated CDP within the Salesforce CRM platform. It is a broad incumbent competitor selling enterprise CDP capabilities to similar marketing and sales teams, with global scale advantages.
• Adobe Experience Platform (Real-Time CDP): Adobe's Real-Time CDP is part of Adobe Experience Cloud and serves large enterprises with unified customer profiles and audience activation. It is a broad incumbent competing for the same enterprise marketing technology budget as Tail/TOTVS.
• Oracle Advertising and CX (Oracle Data Cloud): Oracle's data and audience solutions (formerly Oracle Data Cloud/Grapeshot) provide DMP-style audience targeting and analytics for enterprise marketers. It is a broad incumbent offering overlapping capabilities to similar enterprise customers globally.

Emerging players

• Zeotap: Zeotap provides a customer data platform with identity resolution and data marketplace capabilities, primarily in Europe and emerging markets. It is an emerging player in the CDP/marketplace space with overlapping technology and use cases to Tail.

Others

• Nielsen / NielsenIQ Consumer Data: NielsenIQ provides consumer purchase and retail measurement data, including shopper panel and point-of-sale-derived insights. It is adjacent/ecosystem comparable as it supplies a similar class of consumer purchase intelligence to CPG/retail buyers of TOTVS Index – Tail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/TailTarget
• YouTubeyoutube.com/totvs
• LinkedInlinkedin.com/company/tail-digital
• Instagraminstagram.com/totvs
• Facebookfacebook.com/tail.oficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tail Target