Zeta Acquires Technology Platform and Data from Apptness to Strengthen Identity Solution and Omnichannel Marketing Platform
October 04 2021 - 4:27PM
Business Wire
The technology will be integrated into the
Zeta Marketing Platform and enrich proprietary data with 45M+
monthly high-fidelity consumer signals
Zeta (NYSE ZETA), a cloud-based marketing technology company
that empowers enterprises to acquire, grow, and retain customers
more efficiently, today announced the acquisition of the technology
platform and data from Apptness, a digital technology company with
proprietary audience engagement technology.
Founded in 2015, Apptness operates a digital survey platform
that provides comprehensive capabilities to engage consumers on
sites across the open web, deliver proprietary insights and
audiences to marketers, and provide publishers with new
monetization opportunities. The acquired platform will be directly
integrated into the Zeta Marketing Platform, expanding and
enriching the Zeta Data Cloud with over 45M monthly incremental
high fidelity consumer signals.
“Apptness’ technology to empower publishers is second to none
and we anticipate it will be accretive to Zeta from a technology,
data and financial perspective. For example, we expect it will
enrich our data footprint, strengthen our actionable 360° view of
the consumer, and help Zeta customers achieve even stronger
results,” said Co-Founder, Chairman, and CEO David A. Steinberg. “I
am also thrilled to welcome the talented Apptness team to Zeta,
which grows our specialized sales capacity.”
The acquisition accelerates several of the growth drivers laid
out as part of Zeta’s IPO:
Strengthens the Data Cloud. Adds incremental
consumers to the Zeta identity graph and enriches consumer profiles
with 45M+ monthly behavioral signals tied to consumer lifecycle and
financial metrics. Additionally, this is expected to grow Zeta’s
pool of first party tracking pixels.
Revenue Efficiencies. The acquired Apptness
business will be included in and is expected to increase Zeta’s
platform revenue and lower Zeta’s cost of revenue as a percentage
of revenue.
Grows Sales Capacity. The Apptness executive
team includes sellers with deep experience in the digital marketing
ecosystem.
Expands Publisher Capabilities. The Apptness
platform will be made available to Zeta’s network of 6 million+
websites as a vehicle to increase consumer engagement and grow
subscription revenue.
Dominik Szabo, CEO of Apptness, stated, “Apptness has
differentiated itself with a strong team focused on driving
innovation through dynamic and cutting-edge technology. We believe
our product will complement Zeta’s approach to delivering
high-value return for customers. Our sales and engineering teams
are proud to join this incredible organization and be a part of
this rapidly growing company.”
About Zeta Zeta Global
Holdings Corp. (NYSE:ZETA) is a leading data-driven, cloud-based
marketing technology company that empowers enterprises to acquire,
grow and retain customers more efficiently. The Company’s Zeta
Marketing Platform (the “ZMP”) is the largest omnichannel marketing
platform with identity data at its core. The ZMP analyzes billions
of structured and unstructured data points to predict consumer
intent by leveraging sophisticated artificial intelligence to
personalize experiences at scale. Founded in 2007 by David A.
Steinberg and John Sculley, the Company is headquartered in New
York City. For more information, please go to
www.zetaglobal.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20211004005947/en/
Megan Rose press@zetaglobal.com
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