Zeta Global Holdings Corp. Discusses Marketing Technology and Data Strategy at Bank of America Global Technology Conference 2025

Key Takeaways

TL;DR: Zeta Global is leveraging a uniquely converged marketing strategy, combining identity-based marketing w/ a differentiated data asset and leading-edge AI tools, to support multi-use case expansion for enterprises. Despite macro concerns, strong deal wins and consumer behavior resilience are driving robust rev. growth. The co’s modern tech stack (streaming data, integrated identity graph) and proprietary AI frameworks (like the Compass tool and Answers framework) provide significant competitive moat and operational efficiency.

Key Biz Model & Market Oppt'y

• Convergence Strategy: Zeta Global’s model unifies customer acquisition, growth, and retention on one platform—“One Zeta.” This addresses pain points for modern CMOs who struggle w/ fragmented channels and redundant customer segmentation.
• Identity-Based Marketing: By harnessing an at-scale identity graph (covering ~90% of the U.S. adult population and valued at ~$200M-$245M), Zeta differentiates itself from traditional MarTech/AdTech vendors.
• Strong Demand Despite Macro Volatility: Despite negative consumer sentiment, actual spending remains robust. Executives noted “3 of our largest deals in the history of Zeta” were signed in the past 90 days, w/ sectors like auto showing positive momentum.
• Channel Versatility: Unlike competitors limited to 1–2 channels, Zeta’s platform streamlines multi-channel execution (e-mail, display/video, social, CTV, etc.) and supports a transition from channel expansion to full use case integration, potentially boosting rev. 5x-10x (e.g., T-Mobile’s estimated spend dynamics).

Data Asset & Tech Differentiation

• Unique Data Networks: Zeta’s key assets, Disqus and LiveIntent, generate proprietary first-party data from consumer interactions. ~80% of data is sourced internally, w/ the remaining 20% licensed.
• Modern Data Stack: Built on modern frameworks (including Snowflake for certain tasks and a customized Kafka configuration for streaming), the platform supports real-time data ingestion versus legacy batch systems, enabling immediate reaction to consumer intent.
• Integrated Identity Graph: The system consolidates cross-channel customer interactions, stitching together data across web, email, CTV, etc., which provides a holistic and actionable customer view.
• Compliance & Scale: W/ robust infosec processes aligned for highly regulated industries (banking, telecom), Zeta’s scale and data quality are difficult for legacy competitors to replicate.

AI Strategy & Tool Innovation

• Internal AI Adoption: Zeta’s internal tool, Compass, reduces onboarding time by ~2/3 via GenAI, automating template migrations and workflow transitions. This lowers switching costs for marketers and accelerates product adoption.
• Customer-Facing AI Tools: The recently announced Answers framework bridges intelligence and action. It enables marketers to quickly analyze data, interpret insights, and execute campaigns—a critical lever in driving ROI-positive outcomes.
• Broad AI Applications: GenAI is being deployed in three primary lanes: boosting marketer productivity, enhancing data visualizations, and enabling true one-to-one message personalization. This positions Zeta ahead of competitors (as seen in comparisons w/ Snowflake’s Cortex).

Multi-use Case Expansion & Rev. Leverage