• Zeta Global, a marketing cloud platform that includes a customer data platform (CDP) containing consumer behavioral and transactional data, acquired ArcaMax, a developer and distributor of interest-based newsletters covering business, entertainment, health, politics, sports, and, leisure, for an undisclosed amount. 

• The firm stated that the acquisition would broaden its access to consumer data and behavioral signals, adding a further 10 million in “permissioned US identities” to its Zeta data cloud. This brings the total to more than 235 million permissioned US identities, which marketers can leverage to enhance customer experiences. 

• The acquisition is not expected to have a material impact on Zeta Global’s Q1 2022 performance, while there will be an increase to full-year 2022 guidance, which will be detailed at its next reporting cycle.

<ul><li> Analyst QuickTake: Zeta Global’s acquisition of ArcaMax is similar in spirit to its acquisition of Apptness (digital survey software) in October 2021 in order to grow its customer data footprint. The acquisition is also in line with its “Zeta 2025” plan, which it announced during its Q4 2021 earnings presentation where the firm targets revenue of more than USD 1 billion and an adjusted EBITDA margin of at least 20%.</ul>