As more brands view first-party data as a corporate asset, seek to make AI actionable, and move toward a single platform that powers more efficient and effective marketing across the customer lifecycle, this acquisition accelerates Zeta's flywheel and positions the combined company to continue to grow faster than the market." Zeta Global CEO David A. Steinberg emphasizes the importance of first-party data in modern marketing strategies.
The integration of more than 235 million unique hashed email addresses per month from LiveIntent's identity graph into Zeta's data cloud will bolster its identity resolution solutions.
The acquisition of LiveIntent marks a strategic move, allowing Zeta Global to enter the publishing business, leveraging LiveIntent's 2,000-plus premium publisher partners.
With the recent acquisition, Zeta plans to unify identity across devices and channels, predicting customer behavior more effectively and enhancing marketers' capabilities.
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