In a romping game of merger and acquisition blob tag, U.S.-based BrightTag has caught SiteTagger, its British foe.

These companies provide solutions for tag management. A tag is the means by which data is collected on a website. Tags serve to classify and organize online content, making it more understandable and searchable. This is important for processing data, as well as optimizing marketing efforts.

BrightTag develops software to helps retailers manage tags. This helps them gain greater control over their data so it can be leveraged more effectively. SiteTagger is headquartered in Cardiff, Wales and provides a competitive service.

With this merger, the combined companies will have a client base of over 100 enterprise clients and thousands of companies, including big names like Gap, JetBlue, Sainsbury’s, British Gas, ASDA, and Boots. BrightTag will use SiteTagger as a launching pad to expand into the U.K. and Europe.

The announcement comes four months after BrightTag announced rising $15 million in new financing led by Baird Venture Partners, with support also coming from Eric Schmidt’s TomorrowVentures and New World Ventures. The funding was in response to impressive 12-times year-over-year-growth and intended to fuel the company’s growth around the world.

As any player of blob tag knows, the objective is to nab as many strong players as possible and create a large, intimidating force that seeks to dominate the playing field. Blob tag and business strategy have more in common than I previously thought.

Now if I could just come up with an analogy for big data and s’mores.