Zeta Global: Misunderstood & Mispriced; Reinstating at Buy

Research evidence excerpt

Zeta Global: Misunderstood & Mispriced; Reinstating at Buy

Investment Thesis: Misunderstood &

Mispriced

Zeta is an omnichannel cloud platform that provides enterprises with consumer

intelligence and marketing automation software. The company empowers brands to

target, connect, and engage consumers across email, social media, web, chat, and

Connected TV. The company’s core value proposition relies on the Zeta Marketing

Platform (ZMP), which integrates proprietary identity data, predictive intelligence, and

generative AI to deliver personalized marketing and optimize return on investment for its

clients.

Our positive fundamental view on ZETA shares in underpinned by our view that the

product is genuinely differentiated in its ability to drive strong return on ad spend for its

customers. The ability to drive better ROAS supports the company’s ability to sustain

market share capture. We see Zeta as a misunderstood and mispriced asset within the

martech and adtech ecosystem. There is arguably no other platform that combines

martech and adtech in the way Zeta does. If management can continue to deliver

consistent execution and strong underlying fundamentals, we believe the stock is

positioned for multiple expansion as investor perception catches up with performance.

Zeta’s Data provides durable competitive advantages

Zeta’s core asset is a large database of over 550mn consumer profiles built from

consented data. These profiles are based on identifiers like email and phone number,

along with years of observed behavior such as shopping activity, browsing, and

engagement across the web. Much of this data comes from systems Zeta owns or

operates, which allow it to collect first‑party, opt‑in data over time rather than relying on

easily accessible public sources.