Zeta Global Expands Market Reach with LiveIntent Acquisition
Zeta Global Expands Market Reach with LiveIntent Acquisition
Zeta Global (NYSE: ZETA), a leading AI-Powered Marketing Cloud, has announced a pivotal agreement to acquire LiveIntent, a frontrunner in people-based marketing. LiveIntent has revolutionized mobile-centric marketing since its inception in 2009, employing innovative technology to effectively identify and engage audiences across multiple channels. This acquisition marks a significant step in strengthening Zeta's marketing platform and enhancing its AI capabilities.
Enhancing Identity Resolution
The acquisition will integrate LiveIntent’s impressive identity graph, which encompasses over 235 million unique hashed email addresses monthly, into Zeta’s existing Data Cloud. This essential feature will significantly augment Zeta’s identity resolution capabilities, reinforcing the foundation of its marketing platform. The merger promises improved precision in marketing campaigns driven by first-party data, catering to the evolving needs of brands seeking to optimize their marketing efforts.
Expanding Publisher Monetization
With a network of over 2,000 premium publishers, including eight of the top ten largest in Comscore rankings, LiveIntent opens doors for Zeta to enter the publisher monetization arena. The introduction of a new product offering, the Publisher Cloud, stands to establish a competitive ecosystem that mirrors the capabilities of walled gardens. This move will allow marketers to leverage the benefits of an expansive publisher network for better audience targeting and engagement.
Accelerating Mobile Media Solutions
The acquisition serves to bolster Zeta’s recently launched mobile and retail media solutions. Combining LiveIntent's technology with Zeta's tools allows marketers to unify identity across devices, predict customer behaviors, and activate intelligence-powered cross-channel campaigns. This integration will lead to enhanced decision-making and better marketing outcomes, particularly in the fast-evolving retail media ecosystem.
Statements from Leadership
David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta Global, expressed excitement about the acquisition, emphasizing the synergies that will enhance both organizations' growth trajectories. Steinberg noted that, as businesses increasingly regard first-party data as a strategic asset, the acquisition strategically positions Zeta Global to cater effectively to market needs. He highlighted the immediate benefits this integration will bring, predicting enhanced growth opportunities for LiveIntent under Zeta's expansive platform.
Transaction Details
Under the merger agreement, Zeta will acquire LiveIntent for a total consideration of $250 million. This figure includes $77.5 million in cash and $172.5 million in common stock. Additionally, there's potential for an earnout tied to Adjusted EBITDA growth over the next three fiscal years, ensuring that both parties benefit from the continued success of the integrated entity.
Future Outlook
The transaction is anticipated to close in the fourth quarter of 2024, pending customary closing conditions. With this acquisition, Zeta will further bolster its commitment to innovation in AI-powered marketing, allowing expanded capabilities for marketers globally.
About Zeta Global
Zeta Global, listed on the NYSE under the ticker ZETA, is committed to simplifying marketing through advanced artificial intelligence and an extensive database. Their integrated marketing platform empowers businesses to effortlessly acquire and retain customers by delivering personalized experiences at scale. Founded in 2007, Zeta continues to enhance marketing efficiency for various enterprise clients worldwide.
Frequently Asked Questions
What is the purpose of Zeta Global's acquisition of LiveIntent?
The acquisition aims to enhance Zeta's marketing capabilities, especially in identity resolution and publisher monetization, fostering growth and innovation in marketing strategies.
How will this acquisition benefit Zeta’s customers?
Zeta's customers will gain access to enhanced identity solutions and a more extensive publisher network, improving targeting and engagement across diverse marketing channels.
What is LiveIntent known for?
LiveIntent is recognized for its pioneering approach to people-based marketing and its expertise in mobile-centric advertising technologies.
When is the expected closure date for the acquisition?
The transaction is expected to close in the fourth quarter of 2024, subject to customary closing conditions.
What does this acquisition signify for the future of Zeta Global?
This acquisition signifies Zeta Global's commitment to strengthening its position in AI-powered marketing and expanding its offerings to deliver enhanced value to clients.
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