Zeta follows Boomtrain acquisition with AppNexus integration

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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.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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