Zeta Global shares have risen in price after purchasing the marketing platform

Cloud marketing company Zeta Global Holdings Corp. (NYSE: ZETA) acquired Apptness, an audience engagement services, and tools company. At the auction on October 5, the share rose to $ 8.22. Market capitalization was $ 1.48 billion.

Zeta Global is integrating its first acquisition into a cloud-based marketing platform, leveraging its consumer analytics direction. Aptness operates on 6 million websites and drives consumer engagement with subscription services.

The acquisition will drive revenue growth, improve Zeta Global margins, and increase revenue from subscription services.

To do this, the company develops AI-powered IT tools that use consumer activity data to help plan marketing campaigns. Zeta Global’s tools allow you to detect non-obvious trends and visualize consumer interactions with different markets in real-time.

The company also has specialized services for quickly detecting customer churn risks and instant interaction through digital communication channels. Zeta Global entered the public market recently, and its shares have increased volatility. Thus, the news of the purchase of Apptness led to an increase in ZETA shares by 30%. A comparable correction is likely to follow soon.

At the same time, Zeta Global has a set of tools that can generate sales growth for a company or attract the attention of major players.