Zeta Global's AI-Native Platform Targets Enterprise Intelligence Beyond Marketing

Zeta Global's emphasis on first-party data and AI-native architecture addresses a critical industry need as third-party cookies decline. By integrating identity resolution and omnichannel activation within a single platform, the company offers a differentiated approach compared to legacy competitors. This strategy could compel other ad tech players to accelerate their own transitions to unified, AI-driven platforms and direct first-party data strategies in an effort to retain market share. Watch for its ability to convert its small share of existing client marketing budgets into significant growth, as this will signal broader enterprise adoption of its expanded intelligence offerings.

The trend described in the article, where ad tech companies such as Zeta Global are expanding beyond traditional marketing into broader enterprise intelligence using AI and first-party data, is a significant shift. For instance, in April 2026, The Drum reported on how a growing number of brands are investing directly in building their own first-party data lakes and AI capabilities, often through partnerships with specialized vendors like Zeta Global. This reflects a drive to consolidate customer insights and activate them across the enterprise, not just for marketing. Similarly, AdExchanger noted in March 2026 that the integration of AI models, like those from OpenAI, is becoming a differentiator for customer data platforms (CDPs) and marketing clouds, allowing for more predictive analytics and automation of customer journeys. The report highlighted Snowflake's expanding ecosystem, citing its integrations with various marketing and ad tech platforms to facilitate secure data sharing and AI model training. This move towards 'enterprise intelligence' suggests a convergence of marketing, sales, and customer service functions under a single data and AI umbrella, aiming for a more holistic view of customer value. Additionally, a recent analysis by eMarketer (May 2026) indicated that while current ad spend through these advanced, AI-driven platforms is still a fraction of total budgets, projections show rapid growth as enterprises seek higher RoAS and more granular control over their customer interactions across all touchpoints.