Unica acquires Pivotal Veracity

Globe Staff

Unica Corp., a Waltham company specializing in marketing software, said that it has acquired privately-held Pivotal Veracity for $17.8 million in cash.

Headquartered in Phoenix, Pivotal Veracity provides tools that enable companies to optimize the deliverability and reputation of their digital communications.

Unica's press release included a statement from Unica chief executive Yuchun Lee, who said: "In a world where virtually all e-mail is filtered, marketers must pay keen attention to how their digital communications are perceived and whether they reach the recipient’s inbox. We believe that e-mail deliverability, which encompasses analysis and management of inbox placement, content rendering, and reputation management, is a mission critical technology for marketers and the entire e-mail technology industry."