CDP and martech firm Zeta Global has completed its acquisition of email marketing platform LiveIntent, in a bid to boost Zeta's financial profile and extend its platform to the publisher ecosystem.

LiveIntent's assets, publisher network, and channel capabilities will be integrated into the Zeta Marketing Platform to help the platform enhance identity resolution capabilities, expand into publisher monetization, and to elevate Zeta’s newly released mobile and retail media solutions. The integration is anticipated to expand gross margins and accelerate the shift of Zeta's revenue from agency customers to direct channels.

"Acquiring LiveIntent is not only accretive to our financial profile, it also strengthens the value we deliver to enterprises, extends our platform to the publisher ecosystem and widens our moat," said Co-Founder, Chairman, and CEO of Zeta Global, David A. Steinberg.

Founded in 2009, LiveIntent is a pioneer in people-based marketing, with proprietary technology powering mobile-centric experiences and first-party identity solutions to identify, unlock, engage, and monetize audiences across channels.

The transaction was first announced on 8 October, with the addition of LiveIntent’s assets, publisher network, and channel capabilities will bolster the Zeta Marketing Platform and advance Zeta’s position in AI-powered marketing

Zeta Global is an AI-Powered Marketing Cloud that uses advanced AI and consumer signals to help marketers acquire, grow and retain customers more efficiently. Founded in 2007 by David A. Steinberg and John Sculley, the company is headquartered in New York City.