Yahoo Email Marketing Migrates to Zeta Platform

In New York, AI-powered marketing and data platform Zeta Global has announced an agreement with Yahoo. The veteran Internet company's email marketing will migrate to the Zeta Marketing Platform (ZMP), while its DSP users will now be able to tap Zeta's Data Cloud for intent-based audience targeting.

Zeta was founded in 2007 by David A. Steinberg and John Sculley, and in 2018 launched its Marketing Cloud, which combines identity, intelligence and omnichannel activation, backed by one of the industry's largest proprietary databases. Recently it announced it would publish regular index scores - the Zeta Economic Index (ZEI) - to track the state of the US economy'.

With the new deal, Yahoo's member database and marketing automation will migrate to the ZMP, enhancing the former's marketing with advanced customer intelligence, enabling personalized experiences and boosting attention share. The ZMP will be integrated with Yahoo ConnectID, the firm's future-proof identifier for signal loss to unify customer and prospect data across paid and owned marketing channels - allowing for advanced audience targeting. By making the Zeta Data Cloud interoperable with ConnectID, the partners will offer new intent-based audiences, incorporating location intelligence and psychographics, further optimizing marketing spend.

Matt Sanchez, President & GM of Yahoo Home Ecosystem comments: 'As Yahoo continues its transformation, we believe Zeta is the right partner to enable us to continue putting our customers first. Their differentiated data, innovative marketing technology, and world-class team will support the scale, complexity, and precision we need to enhance our user experiences and strengthen brands' efficiency and effectiveness on our industry-leading properties'. Steinberg adds: 'We are thrilled to be joining forces with one of the most iconic companies in technology and to be part of their transformation story... Zeta's ability to scale at unprecedented speed will benefit Yahoo as it accelerates its investment in content and member engagement'.

Web sites are at www.zetaglobal.com and www.yahooinc.com .