Zeta Interactive, the martech pioneer that uses data to help big brands drive strategy and growth, has acquired its rival, Acxiom Impact. Acxiom Impact provides one-to-one email and cross-channel marketing solutions for enterprise marketers.
As two forces in the marketing cloud sector, the acquisition will allow the two companies to help the world’s largest brands with their digital marketing efforts.
"Adding Acxiom Impact's highly-rated technology and world-class professional and managed services into Zeta's world-class platform is a game-changer not only for us as a company, but also for the marketplace," said David A. Steinberg, Zeta's co-founder and CEO, in a statement. "As Zeta drives towards realizing our vision of solving CMO's biggest challenges by making data actionable at every step of the customer journey, we are constantly seeking opportunities to get there faster. Together, we provide a top-rated self-service offering and become the dominant player in Managed Services. The combination of Acxiom Impact, a platform and team that we have tremendous respect for, and Zeta brings together two like-minded companies with a passion for driving client success – across the entire customer journey, cross-channel and cross-device."
Zeta Interactive was founded by David Steinberg and John Sculley in 2007 to help brands acquire, retain and grow customer relationships through actionable data, advanced analytics and machine learning.The Acxiom acquisition is Zeta’s fourth and largest to date. Previously, the company acquired eBay’s Enterprise CRM division in 2015, cross-channel campaign management platform ClickSquared and performance-based marketing company Intela.
As part of the agreement, Zeta has entered into a long-term strategic partnership with Acxiom, with the hope of integrating seamlessly with Acxiom Impact’s Fortune 1000 clients. According to TechCrunch, sources close to the companies indicated that the acquisition price was about $50 million.
"I'm delighted to take the next step in the evolution of Acxiom Impact," said David Bonalle, Acxiom Impact's General Manager, in a statement. "This acquisition is a great opportunity for our associates, our partners and, especially, our clients. David A. Steinberg and (Zeta co-founder and Vice Chairman) John Sculley have built an organization over the past decade that focuses on putting clients first – just like we do. Zeta is the perfect fit."
Following the acquisition Zeta Interactive will have more than 1,300 employees across its 25 offices around the world.
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