Zeta Global Bolsters Its Marketing Cloud by Acquiring Machine Learning-Centric Boomtrain

The company looks to close the gap on Adobe and Oracle

Zeta Global

Zeta Global added some machine learning-powered messaging punch to its marketing cloud with today’s acquisition of fellow marketing technology platform Boomtrain.

Terms of the transaction were not disclosed, but published reports valued the deal at $35 million to $40 million.

Zeta likely eyes its acquisition of Boomtrain as a step toward closing the gap with leaders in the marketing cloud arena such as Adobe, Oracle, Salesforce and IBM.

Zeta’s software-as-a-service-based marketing cloud allows brands to acquire, retain and develop relationships with their customers, while Boomtrain’s machine learning-driven marketing technology platform leans on artificial intelligence to provide personalized messaging across all digital touchpoints.

The two companies said in a release that Boomtrain’s technology, which launched in March 2014, will become the personalization engine within Zeta’s ZetaHub, adding that Zeta now boasts one of the largest machine-learning patent portfolios in the marketing technology sector.

Following the acquisition, Zeta now has more than 1,300 employees, and the company will retain Boomtrain’s headquarters in San Francisco, as well as its engineering hub in Bangalore, India.

Zeta co-founder, chairman and CEO David Steinberg said in a release announcing the transaction that he sees machine learning technology becoming the backbone behind next-generation marketing technology. Boomtrain co-founder and chief technology officer Chris Monberg—who will become CTO at Zeta—also touted the combination of Zeta’s scale and Boomtrain’s messaging tech stack.