Zeta Global Eyes An IPO, Yet Again

Photo Credit: Perzonseo Webbyra/Flickr.com

According to eMarketer, global marketing spend is expected to grow to $841 billion by 2024 from $647 billion in 2019 at a CAGR of 5%. Digital marketing spends accounted for $325 billion in 2019 and is expected to grow 10% annually to $526 billion by 2024. IDC estimates marketing software spend worldwide to grow 13% annually over the same forecast period to $35.5 billion by 2024. Zeta Global is a leading marketing analytics provider that focuses on AI and ML capabilities within the space.

Zeta Global’s Offerings

Zeta Global was founded in 2007 by David A. Steinberg, Bill Landman, and John Sculley. It was set up to provide marketing excellence to organizations by leveraging the growth of data, AI, and ML capabilities. I had met with co-founder David a few years ago when he had talked about Zeta’s early days.

The idea behind Zeta came to the founders from the realization that the marketing world was shifting from being focused on being creative and establishing relationships to one that was more focused on analytics and data understanding. They wanted to set up an organization that could provide services to meet this growing marketing ecosystem and help organizations run efficient customer acquisition and CRM programs by leveraging Big Data over the Internet. Initially set up as XL Marketing, the company renamed itself as Zeta Interactive, before being renamed as Zeta Global in 2016.

Today, Zeta has grown into a leading data-driven marketing technology company that provides its services to over 1,000 enterprise customers across multiple industries. Its enterprise software, the flagship Zeta Marketing Platform, is powered by its immense proprietary data set that includes a growing portfolio of over 220 million active, opted-in individuals. The access to this data set helps Zeta predict consumer intent at an individual level and translate that knowledge into better experiences across all marketing channels and devices for the organizations. Its technology helps organizations get a more predictable and profitable return on investment.

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Disclosure: All investors should make their own assessments based on their own research, informed interpretations and risk appetite. This article expresses my own opinions based on my own ...

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