Zeta Global to Acquire LiveIntent for $250 Million to Expand AI-Driven Marketing Capabilities

Marketing technology company Zeta Global Holdings Corp. today announced plans to acquire an email advertising and marketing platform company LiveIntent Inc. for $250 million in cash and common stock.

Founded in 2009, LiveIntent offers a “people-first marketing platform” designed to help brands and publishers reach their audiences through email, mobile apps and the web. The platform leverages first-party data to enable marketers to effectively target customers, even if third-party cookies eventually become obsolete.

LiveIntent says its platform focuses on audience identity and engagement to enable advertisers to deliver personalized experiences without compromising user privacy. The company’s approach to email advertising ensures that advertisements are delivered to individuals based on real-time data.

It also provides measurement and optimization tools that help marketers maximize campaign performance and revenue. The platform integrates seamlessly with existing systems and, in doing so, aims to simplify identity resolution and audience reactivation across all channels.

For Zeta, the acquisition of LiveIntent aims to strengthen the Zeta marketing platform and strengthen Zeta’s position in artificial intelligence-driven marketing. The acquisition also enhances Zeta’s identity resolution capabilities by integrating more than 235 million unique hashed email addresses into Zeta’s Data Cloud. This aims to strengthen Zeta’s existing people-based marketing solutions and strengthen Zeta’s ability to deliver personalized marketing experiences by improving identity accuracy and reach.

The acquisition also brings more than 2,000 publishers to Zeta’s network, expanding their presence in publisher monetization. After the acquisition, Zeta plans to launch Publisher Cloud, a product it says will compete with closed ecosystems by improving cross-channel targeting and engagement for brands and retailers.

“We are excited to welcome LiveIntent to the Zeta team as we continue to strengthen our position and refine our differentiation in AI-driven marketing,” said David A. Steinberg, Co-Founder, President and Managing Director of Zeta Global. a declaration. “As more brands view first-party data as a business asset, seek to make AI actionable and move toward a single platform that enables more effective marketing across the entire lifecycle customer, this acquisition accelerates Zeta’s flywheel and positions the combined company to continue to grow faster than the market.

Prior to its acquisition, LiveIntent had raised $64.8 million in four rounds, according to Tracxn. Investors in the company include FTV Capital LP, First Round Capital LP, Battery Ventures LP, Shasta Ventures Management, Bullpen Capital LP, Valor Capital Group and Alpha Venture Partners LP.

Image: LiveIntent