• by Ray Schultz , December 5, 2017

Zeta Global, a supplier of SaaS-based cloud services for marketers, has continued on the acquisition track by buying Disqus, a web engagement platform. Terms were not disclosed.

The acquisition is Zeta’s second this year and its eleventh overall. In July, the firm purchased Boomtrain -- a specialist in artificial intelligence -- in a deal purportedly worth $35 million to $40 million, Silicon Angle reports.  

Disqus is used by 4 million websites and 2 billion unique users. Its users include TMZ, The Atlantic and Entertainment Weekly.

The purchase allows Zeta to combine its marketing platform with the web reach of Disqus to generate personalized marketing at scale on the open web, the company says.

Zeta will get access to a large third-party data set, and a large network of publishing and marketing partners, it adds.

“Marketers typically have to make tradeoffs between reaching engaged audiences on social platforms with massive reach and using tools that give them control and access to granular targeting capabilities,” states David A. Steinberg, CEO, chairman and co-founder of Zeta Global.

Steinberg contends that this acquisition provides marketers with “the best of both worlds.”

Both firms were founded in 2007 -- Zeta by Steinberg and John Sculley, the former CEO of Apple and Pepsi-Cola.

According to Silicon Angle, the firm was once focused mostly on email marketing, but has since broadened its scope.

In April, Zeta firm won a $140 million Series F financing round.

Headquartered in New York, Zeta operates on four continents and has 1,300 employees.