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.
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