Zeta Global has entered into a definitive agreement to acquire makreting platform LiveIntent. The cost will be $250 million in cash and stock.
Zeta Global is a marketing cloud that applies AI to trillions of consumer signals allowing marketers to acquire and retain customers more efficiently using the Zeta Marketing Platform. LiveIntent is also a marketing platform with its roots in email. In acquiring the company, Zeta also acquires the LiveIntent Identity Graph. The plan is to incorporate this identity data into Zeta’s own consumer database.
Publisher monetization. What’s new is that Zeta enters the publisher monetization business through LiveIntent’s relationships with over 2,000 premium publishers. This will enable a new solution, the Zeta Publisher Cloud, which will rival the reach and targeting capabilities of walled gardens (said Zeta in a release).
More mobile. LiveIntent also brings advanced mobile marketing capabilities to supplement Zeta’s new mobile solution announced a few days ago. Both vendors have also recently waded into the retail media network space.
Why we care. The consolidation of two platforms with overlapping capabilities doesn’t make headlines for innovation. But the additive strengths LiveIntent is likely to bring to Zeta Global confirms Zeta as aiming to play with the big boys in the marketing cloud space.
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