First-Party Data Deal: Zeta Global to Acquire LiveIntent for $250M

Harnessing first-party data remains a priority for marketers despite Google pulling back on its plans to deprecate third-party cookies, and Zeta Global’s acquisition of LiveIntent marks the latest example.

Zeta Global is an artificial intelligence-powered marketing cloud platform that uses its AI technology and first-party data to help brands analyze customers’ pre-purchase actions and behavior and locate consumers with similar activity. The Wall Street Journal reports that its client base includes Citizen Financial, Motel 6, and Rent-a-Center.

Martech firm LiveIntent specializes in cross-channel people-based marketing through first-party identity solutions. It also has solutions to help publishers maximize revenue from their email marketing and web inventory, as well as help brands establish retail media networks.

“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 co-founder, chairman, and CEO David A. Steinberg said in a statement.

Under the terms of the deal, Zeta Global will acquire LiveIntent for $77.5 million in cash on hand and $172.5 million in common stock at closing, which is expected sometime during the fourth quarter of 2024.

Zeta Global said the integration of more than 235 million unique hashed email addresses per month from LiveIntent’s identity graph into its data cloud will bolster its identity resolution solutions. It will also enter the publishing business on the back of LiveIntent’s 2,000-plus premium publisher partners with its impending launch of Publisher Cloud.

The company added that acquiring the mobile and retail solutions recently introduced by LiveIntent will help marketers unify identity across devices and channels, predict customer behavior, uncover hidden opportunities, and leverage AI in real time to activate intelligence-powered cross-channel campaigns.

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First-Party Data Deal: Zeta Global to Acquire LiveIntent for $250M

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