Zeta Global (ZETA) announced on Tuesday an agreement to acquire Digital Audience, a data infrastructure company, to bolster its AI-driven marketing platform. The deal will integrate Digital Audience’s identity and activation technology into the Zeta Data Cloud, with the aim of improving cross-channel marketing intelligence and campaign measurement for clients.
The companies already have an operational integration in place. The acquisition is expected to expand Zeta’s commercial footprint in Europe through Digital Audience’s established enterprise clients in the region. Zeta will also gain a specialized team of data and AI engineers. The companies did not disclose financial terms.
Zeta’s stock rose approximately 3% in after-hours trading on Tuesday following the announcement. Zeta said the acquisition will help clients achieve a higher return on investment by activating customer data more efficiently across the digital ecosystem.