Highlights:

  • LiveIntent states that its platform prioritizes audience identity and engagement, enabling advertisers to provide personalized experiences while preserving user privacy.
  • Zeta’s acquisition of LiveIntent aims to strengthen the Zeta Marketing Platform and enhance its position in AI-powered marketing.

Recently, a marketing technology company, Zeta Global Holdings Corp., has acquired LiveIntent Inc., an email advertising and marketing platform, for USD 250 million through a combination of cash and common stock.

Established in 2009, LiveIntent provides what it calls a “people-based marketing platform” that enables brands and publishers to connect with audiences across email, mobile apps, and the web. By utilizing first-party data, the platform allows marketers to target customers more effectively, even as third-party cookies become less relevant.

LiveIntent claims that its platform prioritizes audience identity and engagement, enabling advertisers to deliver personalized experiences while maintaining user privacy. The company’s email advertising strategy leverages real-time data to display ads to the right individuals.

The platform also offers tools for measurement and optimization, enabling marketers to enhance campaign performance and increase revenue. It integrates smoothly with existing systems, making it easier to resolve identities and reactivate audiences across multiple channels.

Zeta’s acquisition of LiveIntent aims to strengthen its Marketing Platform and further its leadership in AI-driven marketing. The deal will also enhance Zeta’s identity resolution capabilities by adding over 235 million unique hashed email addresses to its Data Cloud. This integration is expected to improve Zeta’s existing people-based marketing solutions and boost its ability to deliver personalized experiences by increasing identity accuracy and reach.

The acquisition also adds over 2,000 publishers to Zeta’s network, broadening its presence in publisher monetization. Following the acquisition, Zeta intends to introduce Publisher Cloud, a new product designed to compete with walled-garden ecosystems by improving cross-channel targeting and engagement for both brands and retailers.

“We are excited to welcome LiveIntent to Team Zeta as we continue to build out our position and sharpen our differentiation in AI-powered marketing. 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,” David A. Steinberg, Zeta Global’s Co-founder, Chairman, and CEO, stated in a release.

Prior to the acquisition, LiveIntent had secured USD 64.8 million across four funding rounds, as reported by Tracxn. The company’s investors include FTV Capital, First Round Capital, Battery Ventures, Shasta Ventures, Bullpen Capital, Valor Capital Group, and Alpha Venture Partners.