Zeta Global Acquires LiveIntent for $250 Million

Zeta Global has announced its acquisition of LiveIntent for a total of $250 million, combining $77.5 million in cash and $172.5 million in stock. This strategic move aims to enhance Zeta's AI-powered marketing capabilities by integrating LiveIntent's extensive identity graph, which includes over 235 million unique hashed email addresses, into its data cloud. The acquisition is expected to bolster Zeta's position in the marketing tech sector, particularly as brands increasingly prioritize first-party data amidst the decline of third-party cookies. Additionally, Zeta plans to leverage LiveIntent's publisher network of over 2,000 partners to launch a new product, Publisher Cloud, enhancing its monetization capabilities. Zeta's CEO, David Steinberg, emphasized that the consolidation reflects a growing demand for comprehensive marketing solutions that utilize AI and first-party data for effective customer engagement. The deal is projected to close in the fourth quarter of 2024, pending regulatory approvals.