Zeta follows Boomtrain acquisition with AppNexus integration

Zeta Global — co-founded by former Apple CEO John Sculley — has taken another step in its quest to become a marketing platform that can challenge the biggest players.

This week, it announced a strategic partnership today with ad tech firm AppNexus. Zeta’s people-based marketing platform, with over 350 million customer records, will be integrated with AppNexus’ ad management platform and made available to AppNexus clients.

Zeta COO and President Steve Gerber told me that “the AppNexus platform becomes like a native application within Zeta,” although Zeta still offers API integration with other ad platforms.

This adtech alliance follows Zeta’s purchase earlier this month of email/machine learning platform Boomtrain, which the company said will become Zeta’s personalization engine.

[Read the full article on MarTech Today.]

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