Zeta Global Holdings Corp. (NYSE: ZETA) is witnessing a positive momentum in its stock performance, buoyed by the announcement of its acquisition deal. As of the latest pre-market check, ZETA shares were observed trading at $33.27, reflecting a notable increase of 4.49%. This surge highlights investor confidence in Zeta’s strategic expansion plans.
Overview of LiveIntent’s Role
The acquisition involves LiveIntent, a trailblazer in people-based marketing established in 2009. LiveIntent is recognized for its proprietary technology that facilitates mobile-centric experiences and first-party identity solutions.
This technology enables the identification, engagement, and monetization of audiences across various channels. By integrating LiveIntent’s assets, publisher network, and capabilities into its framework, Zeta aims to enhance its marketing offerings significantly.
Enhancing the Zeta Marketing Platform
The merger with LiveIntent is set to augment Zeta’s Marketing Platform, particularly in three key areas: improving identity resolution capabilities, expanding publisher monetization opportunities, and advancing Zeta’s recently launched mobile and retail media solutions.
A notable feature of this integration is the incorporation of LiveIntent’s extensive identity graph, which comprises over 235 million unique hashed email addresses monthly. This addition is anticipated to enhance Zeta’s data cloud, thereby refining its identity resolution solutions and furthering the efficacy of its people-based marketing strategies.
Strategic Implications for Future Growth
Moreover, the inclusion of LiveIntent’s extensive network of over 2,000 premium publishers, including eight of the top ten largest according to Comscore, marks Zeta’s entry into the publisher monetization sector. This strategic move is expected to lead to the introduction of the Publisher Cloud, creating a competitive ecosystem that rivals established industry players.
As Zeta accelerates its mobile and retail media offerings, it positions itself to meet the evolving demands of brands seeking to leverage first-party data and AI-driven marketing strategies. With an Adjusted EBITDA multiple of approximately 16x, this acquisition not only promises immediate accretive earnings but also reinforces Zeta’s potential for sustained growth in a dynamic market landscape.
