Zeta adds consumption data via ArcaMax acquisition
March 22, 2022
New York-based customer lifecycle marketing firm Zeta Global has acquired ArcaMax, which develops and distributes interest-based newsletters to millions of subscribers. The terms of the contract are not disclosed.
ArcaMax, which has been in operation for more than two decades, produces and distributes more than 400 interest-based newsletters to an opt-in subscriber audience of four million consumers. Content includes cartoons such as Garfield, Peanuts and Dilbert, editorials from popular columnists, and lifestyle news and articles – like recipes, political commentary, religion and parenting.
Zeta will now use data from the newsletter platform to add consumer data to its own identity graph. The acquisition follows that of Apptness in October, which added authorized consumption data and expanded the number of behavioral signals available in the Zeta Marketing Platform (ZMP). The latter uses artificial intelligence to analyze billions of structured and unstructured data points and predict consumer intent.
David Steinberg (pictured), co-founder, president and CEO of Zeta Global, comments: “We are excited to bring ArcaMax’s impressive technology and content into the ZMP, authorized datasets in the Data Cloud and their very talented team in our organization to help our customers create better consumer experiences and get a better return on investment. Like the acquisition of Apptness, we expect ArcaMax to add to our technology and data footprint, and accretive to our bottom line.