A startup that helps big brands like Starbucks in-house their data has raised $50 million to take on Salesforce and Adobe

Amperity is one of a handful of marketing tech startups that provides software to help marketers manage customer data.

This story requires our BI Prime membership. To read the full article,Amperity has raised $50 million in Series C funding, bringing the 2-year-old company's total funding to $87 million.

Amperity CEO Kabir Shahani said that competition from marketing clouds actually helps startups by helping grow their awareness.The competition between startups and marketing clouds that help marketers corral their customer data is heating up. Tiger Global Management, Goldman Sachs, Declaration Partners, Madera Technology Partners, Madrona Venture Group, and Lee Fixel participated in the funding round.

"Everyone's trying to get into this space because it's a massive problem for the customer," Shahani said."We think there is tens of billions of dollars in recurring revenue that can be created by solving this problem — it has absolutely become a very highly coveted space."

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