• by Ray Schultz , Columnist, September 20, 2024

Yahoo, the global media and tech company, is moving its email marketing program to the Zeta Marketing Platform (ZMP).

Zeta will send billions of AI-driven emails each quarter across Yahoo’s major verticals: News, Sports, Finance, Life and Entertainment. using data to make strategic decisions on send times, content and multi-channel engagement.  

To achieve this, Yahoo will migrate its member database and marketing automation to the ZMP. 

Zeta, an AI-powered marketing cloud, will provide “the scale, complexity, and precision we need to enhance our user experiences and strengthen brands’ efficiency and effectiveness on our industry-leading properties,” says Matt Sanchez, President & GM of Yahoo Home Ecosystem.

The ZMP will also be integrated with Yahoo ConnectID, an identity tool, in an effort to unify customer and prospect data in paid and owned marketing channels while respecting user privacy. This will streamline benefits for joint clients and activate audiences to deliver higher returns on investment, the companies claim.  

In addition, this integration will for the creation of  unique audiences based on customer intent, location intelligence and psychographics, they add. 

The main benefit of the arrangement? 

“Zeta’s next generation platform, with AI at its core, empowers Yahoo to engage its members with more individualized messages that distill the uniqueness of Yahoo’s content,” says David A. Steinberg, co-founder, chairman and CEO of Zeta.