Marketing technology firm Zeta Global Holdings Corp. announced today that it plans to acquire email advertising and marketing platform company LiveIntent Inc. for $250 million in a mix of cash and common stock.

Founded in 2009, LiveIntent offers a self-described “people-based marketing platform” designed to help brands and publishers reach audiences through email, mobile apps and the web. The platform leverages first-party data to allow marketers to target customers effectively, even as third-party cookies eventually become obsolete.

LiveIntent says its platform focuses on audience identity and engagement to allow advertisers to deliver personalized experiences without compromising user privacy. The company’s approach to email advertising ensures ads are shown to individuals based on real-time data.

It also provides tools for measurement and optimization that help marketers maximize campaign performance and revenue. The platform integrates seamlessly into existing systems and, in doing so, aims to simplify identity resolution and audience reactivation across channels.

For Zeta, the acquisition of LiveIntent is intended to bolster the Zeta Marketing Platform and advance Zeta’s position in artificial intelligence-powered marketing. The acquisition also enhances Zeta’s identity resolution capabilities by integrating more than 235 million unique hashed email addresses into Zeta’s Data Cloud. Doing so is aimed at boosting Zeta’s existing people-based marketing solutions and strengthen Zeta’s ability to deliver personalized marketing experiences by improving identity accuracy and reach.

The acquisition also brings more than 2,000 publishers into Zeta’s network, expanding their footprint into publisher monetization. Post-acquisition, Zeta plans to launch Publisher Cloud, a product that it says will rival walled-garden ecosystems by enhancing cross-channel targeting and engagement for brands and retailers alike.

“We are excited to welcome LiveIntent to Team Zeta as we continue to build out our position and sharpen our differentiation in AI-powered marketing,” David A. Steinberg, co-founder, chairman and chief executive of Zeta Global, said in a statement. “As more brands view first-party data as a corporate asset, seek to make AI actionable and move toward a single platform that powers more efficient and effective marketing across the customer lifecycle, this acquisition accelerates Zeta’s flywheel and positions the combined company to continue to grow faster than the market.”

Coming into its acquisition, LiveIntent had raised $64.8 million over four rounds, according to Tracxn. Investors in the company include FTV Capital LP, First Round Capital LP, Battery Ventures LP, Shasta Ventures Management, Bullpen Capital LP, Valor Capital Group and Alpha Venture Partners LP.

Image: LiveIntent