Zeta Buys Digital Survey Platform Apptness

New York-based customer lifecycle marketing company Zeta has acquired digital survey platform Apptness for $41m.

Apptness' platform is used to engage consumers on sites across the open web, deliver proprietary insights and audiences to marketers, and provide publishers with new monetization opportunities. As part of the deal, the platform will be integrated into the Zeta Marketing Platform (ZMP), which uses artificial intelligence to analyze billions of structured and unstructured data points and predict consumer intent. Through this integration, the firm says the Zeta Data Cloud will be expanded with more than 45 million monthly consumer signals.

Apptness CEO Dominik Szabo will become EVP and General Manager of Zeta's Actions customer acquisition unit, while Apptness' CRO Jonah Lovens becomes CRO of the division. Zeta co-founder, Chairman and CEO David Steinberg (pictured) comments: 'Apptness' technology to empower publishers is second to none and we anticipate it will be accretive to Zeta from a technology, data and financial perspective. I am also thrilled to welcome the talented Apptness team to Zeta, which grows our specialized sales capacity'.

Web sites: www.zetaglobal.com and www.apptness.io .