Zeta Global, the data-driven marketing technology company that is also widely acknowledged to be the business world’s third-largest dataset repository after Google and Facebook, has entered into an agreement to acquire ArcaMax, a key provider in the development and distribution of interest-based newsletters. Financial details of the agreement were not disclosed.

In operation for more than 20 years and possessing its own large permissioned dataset derived from millions of daily subscribers, Virginia-headquartered ArcaMax provides email newsletters with news and syndicated features that the organization generates in partnership with syndication companies and content producers. With the acquisition, New York City-based Zeta will leverage the ArcaMax trove of permissioned data to strengthen Zeta Data Cloud and accelerate the development of its own permissioned data ecosystem.

The Zeta Data Cloud consists of the so-called “identity graph” of more than 200 million adults in the US, from which Zeta combines an individual’s name, address, email, and other personally identifiable information (PII) with digital identifiers like cookies and device IDs. From these 200 million consumers, Zeta says it collects more than 1 trillion signals per month, including content consumption across 5 million websites; behavioral signals based on physical travel to places like stores, airports, and hotels; and transactional signals based on trackable purchases and buying choices, both online and offline.

The purpose, citing an example used by Zeta on its website, is to determine whether the person who watched the TV game show “Wheel of Fortune” is the same individual that visited carmaker Toyota’s website. Zeta says that such aggregated identity and intent data offer marketers a holistic view of their customers and prospects, helping to drive high-value audiences and enabling a wide range of marketing activities.

The ArcaMax acquisition is also expected to extend capabilities and expand premium touchpoints in the Zeta Marketing Platform (ZMP), which combines 2.4 billion unique data identities with artificial intelligence (AI) processing to create personalized, omnichannel CX.

David A. Steinberg, co-founder and CEO of Zeta Global, is thrilled with the acquisition. “We are excited to integrate ArcaMax’s impressive technology and content into the ZMP, the permissioned datasets into the Data Cloud, and their very talented team into our organization to help our customers create better consumer experiences and achieve higher return on investment,” Steinberg says.

Roy Jay, founder and chairman of ArcaMax, is equally enthusiastic. “The ArcaMax team is incredibly proud to be joining forces with the Zeta Global team to continue our mission to deliver engaging content to our devoted readers, provide opportunities for our dedicated team, and expand our impact. Integrating with Zeta’s innovative platform technology will give us opportunities to grow our portfolio, increase the size of our audience, and provide more value for marketers,” says Jay.

Zeta’s purchase of ArcaMax follows on the heels of the company’s October 2021 acquisition of digital survey provider Apptness, resulting in the addition of permissioned consumer data in that transaction.

With the current acquisition of ArcaMax, the deal will enhance Zeta’s ability to deliver on its recently announced Zeta 2025, a long-term plan for the company to become one of the largest marketing clouds in the industry, with which Zeta hopes to reach revenue of more than $1 billion and EBITDA growth exceeding 20%, according to an official statement from Zeta.