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