Intent-Based Marketing: Yahoo’s New Edge With Zeta Partnership

Yahoo is doubling down on using AI to drive more personalized marketing efforts in its recent partnership with Zeta Global. The two companies announced a strategic partnership to migrate Yahoo’s email marketing to Zeta’s Marketing Platform (ZMP). “Through this partnership, we will work together to bring the best of Yahoo to its users, therefore we also expect key metrics like time spent on Yahoo properties and brand favorability to increase,” stated David A. Steinberg, co-founder, chairman, and CEO of Zeta Global.

Intent-Based Marketing

Through this partnership, Yahoo will have the ability to segment customers by their demonstrated or predicted intent to purchase a particular product or service and reach this audience at a critical state in the shopper journey: near the intent to buy. “Zeta makes it easier for Yahoo to ingest customer intelligence and create marketing experiences in real time for the hundreds of millions of people they reach globally,” said Steinberg. Marketers, retailers, and brands have been moving towards intent-based marketing to drive conversion and deeper loyalty through rich personalization.

It is widely acknowledged that intent-based marketing allows marketers to identify customer behavior, develop clear messaging, promote more traffic, and filter interactions with prospective customers. “Consumers want personalized experiences but it’s harder than ever to turn insights into relevant, engaging experiences. By teaming up with Zeta Global, Yahoo benefits from the AI-powered Zeta Marketing Platform to deliver personalization at scale – and the scale of Yahoo is massive,” exclaimed Steinberg.

Marketers, retailers, and brands that use intent-based marketing type can enhance product recommendations, understand a customer’s readiness to purchase, and can optimize marketing budgets by allocating more funding to audiences with higher purchasing intent. “By leveraging the Zeta Marketing Platform, we believe that Yahoo will be better equipped to dial up user engagement, increase the productivity of their internal teams, and, ultimately, drive better business results,” said Steinberg.

Customer Privacy Matters

The partnership includes integrating Yahoo ConnectID as part of the migration, allowing for Yahoo to heighten its privacy process in its marketing efforts ultimately building deeper trust with consumers. Yahoo's Demand-Side Platform (DSP) integration into Zeta's Marketing Platform (ZMP) means that Zeta is using Yahoo’s technology, called ConnectID, to better manage and understand customer data without compromising their privacy.

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As more stringent laws continue to unfold in the U.S.(and globally) around customer privacy, businesses will be required to comply with evolving regulations. The regulations can be complex to adhere to, with different regulatory requirements based on state, country, and region. Utilizing Yahoo’s ConnectID helps marketers to recognize users across different platforms in a way that doesn’t expose their personal information. By combining Yahoo’s user identification with Zeta’s ability to target specific audiences, the partnership aims to make advertising more effective without invading privacy.

A Win For The Customer-First Approach

The partnership will make it easier for retailers and brands that use Yahoo and Zeta to reach their desired audiences more efficiently, build trust, grow in a competitive market, and deepen customer loyalty. "As Yahoo continues its transformation, we believe Zeta is the right partner to enable us to continue putting our customers first. Their differentiated data, innovative marketing technology, and world-class team will support the scale, complexity, and precision we need to enhance our user experiences and strengthen brands’ efficiency and effectiveness on our industry-leading properties,” said Matt Sanchez, President & GM of Yahoo Home Ecosystem. Yahoo CEO, Jim Lanzone, will join Steinberg at the annual Zeta Live conference to discuss the transformative processes that are revitalizing Yahoo, including cutting-edge technologies, redefining brand growth, and fostering a culture of innovation.