Zeta Global Holdings Corp. (ZETA): PESTLE Analysis [Nov-2025 Updated]

Zeta Global Holdings Corp. (ZETA) is showing explosive financial momentum, with full-year 2025 revenue guidance hitting up to $1,292 million, but this growth is running headlong into serious legal and regulatory headwinds. You need to know if the strength of their AI-native platform can overcome the material risks tied to data privacy and ongoing litigation. Let's dig into the Political, Economic, Sociological, Technological, Legal, and Environmental factors shaping ZETA's future right now.

Political Landscape: Volatility and Antitrust Scrutiny

The political landscape is creating real turbulence for ZETA, especially in the US. Post-2024 election, we're seeing volatility in US political advertising revenue, which is a key segment for ad-tech. Plus, the broader antitrust scrutiny on Big Tech-think Google and Meta-impacts the entire ad-tech ecosystem, even ZETA.

Government investigations into Artificial Intelligence (AI) and data practices are an ongoing regulatory risk that demands constant attention. Honestly, global trade tensions complicate things, too, making international expansion efforts in Europe harder than they should be.

A shifting regulatory stance can change ZETA's business model overnight.

Economic Outlook: Strong Guidance and Market Tailwinds

Economically, ZETA is on a very strong footing for 2025. The full-year revenue guidance is robust, ranging from $1,289 million to $1,292 million. Here's the quick math: that kind of top-line growth, coupled with projected Adjusted EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) of $274.2 million to $275.1 million, shows serious operating leverage.

Analysts are forecasting an Earnings Per Share (EPS) of $0.72 for the 2025 fiscal year, which is a solid indicator of profitability. Also, the strategic Marigold acquisition, completed for up to $325 million, significantly expands their market share and capabilities. The global marketing cloud market is expected to reach $14.12 billion in 2025, so ZETA is riding a massive tailwind.

ZETA is translating platform strength into clear profitability.

Sociological Shifts: Privacy, Loyalty, and Ethical Data

Consumer behavior is forcing a major structural shift in marketing. Growing demand for privacy and ethical data practices is actually driving value for platforms like ZETA that can handle this complexity. The industry-wide shift to first-party data strategies means enterprise customers need new, complex marketing platforms, and that's where ZETA shines.

The Marigold acquisition enhances their capabilities in customer loyalty and personalization, which is exactly what consumers want. Plus, enterprise customers increasingly prefer doing business with carbon-neutral partners. ZETA's early action on this front is a quiet competitive edge.

Consumers are demanding privacy, and ZETA is selling the solution.

Technological Edge: AI-Native Platform and ARPU Growth

Technology is ZETA's biggest differentiator. They built an AI-native platform since 2017, which gives them a massive advantage over competitors still wrestling with legacy systems. Their new AI conversational agent, Athena, acts as an intelligent operating system for clients, dramatically simplifying complex campaigns.

The 'OneZeta' strategy is a clear revenue driver. It triples Average Revenue Per User (ARPU) from $1.5 million to a stunning $4.5 million when clients use multiple products. This is all powered by their proprietary identity graph and AI, which analyze trillions of consumer signals for highly personalized outreach.

Their AI advantage is not hype; it's a revenue multiplier.

Legal Headwinds: Litigation and Compliance Overhead

This is where the risk is defintely concentrated. ZETA is facing an ongoing fiduciary investigation and a class action lawsuit regarding board conduct and data handling. Allegations of unethical user data collection practices are a major reputational and legal risk that we cannot dismiss.

The exposure to evolving US state-level data privacy laws-like the California Consumer Privacy Act (CCPA) and Virginia Consumer Data Protection Act (VCDPA)-requires constant compliance overhead. That's expensive, and it's non-negotiable. To be fair, there's also the risk from the European Commission's UK data transfer adequacy decision expiring in June 2025, which could complicate transatlantic data flows.

Legal compliance is the most significant drag on ZETA's valuation right now.

Environmental Factors: Carbon Neutrality as a Competitive Edge

ZETA is ahead of the curve on Environmental, Social, and Governance (ESG) factors. They achieved carbon neutrality in fiscal year 2022, which aligns perfectly with growing ESG mandates from institutional investors and customers. They are also committed to a long-term plan to reduce residual emissions toward a net-zero goal.

While their direct environmental impact is minimal, the energy consumption of their cloud infrastructure is a factor that needs to be managed. Still, the fact that customer preference for green digital media partners influences vendor selection gives ZETA a tangible advantage over less environmentally conscious competitors.

ESG is a competitive advantage, not just a compliance checkbox, for ZETA.

Zeta Global Holdings Corp. (ZETA) - PESTLE Analysis: Political factors

Volatility from US political advertising revenue post-2024 election.

The political cycle creates a predictable, but volatile, revenue spike for ad-tech companies, and 2025 presents the inevitable post-election dip. Zeta Global Holdings Corp. deliberately separates this revenue from its core growth metrics, which is the smart, realist approach.

For the full fiscal year 2025, Zeta Global Holdings Corp. increased its revenue guidance to a range of $1,289 million to $1,292 million, but their core growth rate of 26% is calculated excluding political candidate revenue, along with revenue from LiveIntent and Marigold. This exclusion highlights the political revenue as non-recurring and high-margin, which can skew organic growth figures.

Looking at the broader market, BIA Advisory Services forecasts that total U.S. local ad revenue in 2025 will reach $171 billion, which represents a 1.3% decline compared to 2024's total when the massive political spending is included. This decline is the political hangover. Your action here is to focus on the stability of core commercial clients, which Zeta Global Holdings Corp. is clearly doing with its guidance. The political ad dollars are a bonus, not the foundation.

Increased antitrust scrutiny on big tech, impacting the entire ad-tech ecosystem.

The ongoing antitrust crackdown on Big Tech, particularly Google, is arguably the single largest political opportunity for Zeta Global Holdings Corp. in the near term. The U.S. Department of Justice (DOJ) case against Google's ad-tech stack is in the remedies phase as of late 2025, following a major ruling in April 2025 that Google holds an illegal monopoly in two critical layers of the open web's ad stack.

The DOJ is pushing for a structural remedy: forcing Google to divest its AdX exchange. If this divestiture occurs, it will fundamentally re-inject competition into the ad exchange market, which is fantastic news for independent, scaled platforms like Zeta Global Holdings Corp. The entire ecosystem is waiting for a decision that could reshape how hundreds of billions of dollars in digital ad spend flow.

Here's the quick math: Google's share of indirect open web display ad spend is estimated at around 46%. Any forced breakup of that dominance opens up a massive new pool of revenue for competitors who offer a full-stack, AI-powered alternative.

Government investigations into AI and data practices pose an ongoing regulatory risk.

The regulatory environment for the core of Zeta Global Holdings Corp.'s business-AI-powered marketing and data-is in flux, but the political winds have recently shifted toward deregulation, especially in the U.S. and Europe. This is a double-edged sword: less immediate compliance cost, but more long-term uncertainty.

The European Union (EU) is proposing a 'Digital Omnibus' that seeks to ease restrictions under the General Data Protection Regulation (GDPR) and delay key provisions of the EU AI Act. Specifically, the toughest elements of the AI Act, governing 'high-risk' systems, are now expected to be delayed until 2027. This provides a longer runway for companies like Zeta Global Holdings Corp., which recently launched its AI conversational agent, Athena, to innovate without the immediate, heavy compliance burden.

In the U.S., the political direction is even more hands-off, with the White House's 'America's AI Action Plan' in July 2025 seeking AI 'dominance' by minimizing most regulations and even attempting to block state-level AI laws. This creates a more favorable, less restrictive domestic environment for AI development, but the global compliance picture remains complex due to the extraterritorial reach of the EU's regulations.

Global trade tensions could complicate international expansion efforts in Europe.

While Zeta Global Holdings Corp.'s primary market is the U.S., its recent acquisition of Marigold's enterprise software business, which includes companies like Cheetah Digital and Selligent, significantly expands its global footprint. This expansion now runs headlong into the current climate of global trade tensions, which are marked by unpredictability.

The erratic approach to tariffs and trade policy, particularly from the U.S. administration, is causing some European companies to question the benefits of expanding in the U.S. market. This general uncertainty can make it harder for a U.S.-based company to integrate and grow its newly acquired European assets, as the political climate fosters hesitancy among international clients and partners.

The trade volatility is a real cost factor, as nearly 60% of firms surveyed in a May 2025 global survey expected a negative impact from the trade war, with 42% of exporters anticipating turnover to decline between -2% and -10% over the next 12 months. This is a defintely a headwind for any international growth strategy.

Zeta Global Holdings Corp. (ZETA) - PESTLE Analysis: Economic factors

You need a clear picture of Zeta Global Holdings Corp.'s financial strength and the economic tailwinds supporting its growth. Honestly, the numbers for the 2025 fiscal year paint a very strong picture of both organic growth and strategic expansion, which is defintely a good signal for investors and business strategists.

The core economic factor here is the company's ability to execute on its guidance while operating in a rapidly expanding market. The recent financial projections, updated in November 2025 following the Marigold acquisition, show significant confidence in their AI-powered platform's ability to capture market share and drive profitability.

Full-year 2025 Revenue Guidance is Strong

Zeta Global has raised its full-year 2025 revenue guidance to a range of $1,289 million to $1,292 million. This revised guidance represents a year-over-year growth rate of 28%, which is a solid metric in the competitive marketing cloud space. This figure includes a contribution of $15.8 million from the newly acquired Marigold enterprise software business. This growth shows that even with macroeconomic pressures, companies are still prioritizing investment in data-driven marketing technology (martech) that delivers measurable return on investment (ROI).

Adjusted EBITDA for 2025 is Projected at $274.2 Million to $275.1 Million

The company also increased its Adjusted EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) guidance for 2025 to a range of $274.2 million to $275.1 million. This projection implies an Adjusted EBITDA margin of between 21.2% and 21.3%. This is an important indicator because it shows not just revenue growth, but also increasing operating efficiency and margin expansion, a key sign of a scalable Software-as-a-Service (SaaS) business model. The revised guidance is up $1 million at the midpoint from prior estimates, demonstrating immediate financial accretion from the strategic move.

Analysts Forecast an Earnings Per Share (EPS) of $0.72 for the 2025 Fiscal Year

For the first time, analysts are forecasting that Zeta Global will be profitable for the full fiscal year 2025, with an Earnings Per Share (EPS) of $0.72. This shift from a net loss to a profitable EPS is a critical milestone, moving the company into a new category for many institutional investors who prioritize bottom-line profitability. The market is definitely watching this transition closely.

The Company Completed the Strategic Marigold Acquisition for up to $325 Million

Zeta Global completed the acquisition of Marigold's enterprise software business in November 2025 for a total consideration of up to $325 million. This was a strategic move to expand its global enterprise client roster, adding over 40 Fortune 500 companies and enhancing its subscription revenue streams. The deal structure included $100 million in cash, 5.3 million shares of Class A common stock, and seller notes of up to $125 million. This acquisition immediately strengthens its financial profile, as the acquired business had more than 90% subscription-based revenue in the fiscal year ended June 30, 2025.

Here's the quick math on the 2025 financial outlook:

The Global Marketing Cloud Market is Expected to Reach $14.12 Billion in 2025

The economic environment provides a clear tailwind for Zeta Global. The global marketing cloud platform market size is projected to grow from $13.15 billion in 2024 to $14.12 billion in 2025, reflecting a compound annual growth rate (CAGR) of 7.4%. This robust market expansion is driven by the increasing demand for data-driven marketing and the shift toward personalized customer experiences. This means Zeta Global is operating in a fundamentally expanding pie, making its own aggressive growth targets more achievable.

The economic opportunities are clear:

• Market growth: The $14.12 billion market size in 2025 provides a massive addressable market.
• Acquisition synergy: Marigold adds over 100 global enterprise brands, including more than 40 Fortune 500 companies.
• Subscription stability: Over 90% of the acquired Marigold business revenue was subscription-based, bolstering Zeta Global's recurring revenue base.

Zeta Global Holdings Corp. (ZETA) - PESTLE Analysis: Social factors

The social landscape for Zeta Global Holdings Corp. (ZETA) in 2025 is defined by a powerful consumer-driven shift toward privacy and a corresponding corporate scramble for sustainable, compliant data strategies. This environment is not a risk for ZETA, but a tailwind, as its first-party data platform and recent strategic moves directly address these societal demands.

Growing consumer demand for privacy and ethical data practices drives platform value.

Consumers are defintely more aware and proactive about their digital footprints. This heightened social awareness turns ZETA's compliance-focused platform into a competitive advantage. For instance, 83% of consumers in 2025 consider data protection a top priority that influences their trust in brands. What this means for enterprise clients is that a privacy misstep can be costly: 64% of consumers report having opted not to work with a business due to privacy concerns. ZETA's value proposition-delivering personalization without relying on the now-shaky third-party cookie ecosystem-is directly aligned with this consumer mandate.

Here's the quick math: you lose a customer over privacy, you lose their lifetime value. But, when brands are transparent, 80% of consumers are still comfortable sharing personal information if it leads to personalized marketing messages. This is the sweet spot ZETA's AI-powered platform is designed to hit.

Shift to first-party data strategies requires new, complex marketing platforms like ZETA's.

The social pressure to respect privacy, coupled with regulatory changes, has forced a massive industry pivot to first-party data (data collected directly from your customer). This shift necessitates complex, unified platforms like the Zeta Marketing Platform (ZMP). ZETA's proprietary identity graph is a core asset here, reaching 245 million U.S. consumers and processing over 1 trillion monthly signals. Critically, 75% of this data is first-party sourced. That's a huge, compliant moat.

Legacy marketing clouds, built on third-party data assumptions, are struggling to keep up. ZETA's strong execution in this area is reflected in its financial performance, with the company raising its full-year 2025 revenue guidance to a range of $1,289 million to $1,292 million. You need a single, AI-native stack to manage this complexity, and that's what ZETA offers.

Marigold acquisition enhances capabilities in customer loyalty and personalization.

The acquisition of Marigold's enterprise software business in 2025 is a major social-factor play because it significantly enhances ZETA's ability to drive customer loyalty, a key social and commercial metric. The deal, valued at up to $325 million, brings in Marigold Loyalty and other assets. This move is less about scale and more about capability depth.

The strategic benefit is clear: ZETA expects to increase the Return on Investment (ROI) for its clients from 6x to more than 10x over time by combining Marigold's loyalty capabilities with its AI platform. This is a direct answer to the social need for brands to cultivate deeper, more meaningful customer relationships, not just transactional ones. The acquisition also expands ZETA's enterprise footprint substantially.

Enterprise customers increasingly prefer doing business with carbon-neutral partners.

Environmental, Social, and Governance (ESG) factors are now a non-negotiable part of the enterprise procurement checklist. Socially conscious business practices, like carbon neutrality, are a prerequisite for large-scale vendor selection. ZETA has already addressed this, having achieved carbon neutrality in FY2022. This proactive stance signals to the market that ZETA is a sustainable partner.

The CEO of Zeta Global has noted that enterprises and key stakeholders specifically want to partner with companies that have made investments to achieve net neutrality. With over 1000 global enterprises setting carbon neutrality goals, ZETA's status is a crucial differentiator in winning new business. It's a clear competitive edge in a world where your supply chain's carbon footprint is increasingly scrutinized.

• Achieved carbon neutrality in FY2022.
• Committed to a five-year plan to lower direct and indirect emissions.
• ESG compliance is a key factor for attracting new enterprise customers.

Zeta Global Holdings Corp. (ZETA) - PESTLE Analysis: Technological factors

AI-native platform built since 2017, differentiating it from competitors' legacy systems.

You need to understand that Zeta Global Holdings Corp.'s core technological advantage is its deep-seated use of Artificial Intelligence (AI). This isn't a bolt-on feature; it's the foundation. Zeta's platform has been AI-native since 2017, a crucial differentiator from competitors who often struggle to integrate AI with older, siloed marketing technology (MarTech) systems. This long-term investment means the Zeta Marketing Platform (ZMP) is inherently designed for real-time, predictive analytics across the entire customer lifecycle-acquisition, growth, and retention. This infrastructure is what allows clients to see a significant impact, like the 114% Net Revenue Retention (NRR) reported in Q2 2025, showing existing customers are not just staying but spending more.

New AI conversational agent, Athena, acts as an intelligent operating system for clients.

The most recent technological leap is the introduction of Athena by Zeta, a conversational Superintelligent Agent unveiled at Zeta Live 2025 in October. Athena is designed to act as an intelligent operating system for marketers, helping them move from insight to action using natural, voice-activated dialogue. This agent builds on the existing Zeta Answers intelligence framework and is expected to enter early access for clients in Q4 2025. Honestly, this is a game-changer because it removes the friction between the human marketer and the AI, allowing for instant answers and agentic actions that flow seamlessly into the Zeta Marketing Platform.

'OneZeta' strategy triples Average Revenue Per User (ARPU) from $1.5 million to $4.5 million when clients use multiple products.

The 'OneZeta' strategy is the commercial manifestation of the platform's technological unification. It focuses on cross-selling multiple products, proving that technology integration drives significant revenue expansion. While the target of tripling ARPU is the strategic goal, the real-life 2025 data shows strong momentum in high-value customers. For Q3 2025, the Average Revenue Per User (ARPU) for 'Scaled Customers' (those spending over $100K annually) reached $579,000. More importantly, the 'Super-Scaled Customers' (spending over $1M annually) maintained a Q3 2025 ARPU of $1.6 million. This is the clearest evidence that when clients adopt more of Zeta's integrated technology, the monetization scales dramatically.

Proprietary identity graph and AI analyze trillions of consumer signals for personalized outreach.

The platform's proprietary data asset is its moat. Zeta's identity graph is one of the largest in the U.S., covering over 245 million real people. This is first-party data, meaning it's permissioned and privacy-compliant, which is defintely critical in a world moving away from third-party cookies. The AI engine analyzes more than a trillion monthly signals-things like email opens, website visits, and purchase intent-to create a unified view of each consumer. This scale of data and real-time processing is what enables hyper-targeted, personalized outreach, driving a reported six-time return on ad spend for clients using the Zeta Marketing Platform, according to a late 2025 study by Forrester.

• Identity Graph coverage: Over 245 million real people in the U.S.
• Consumer Signals analyzed: More than a trillion monthly signals.
• Client ROI: Six-time return on ad spend (ROAS).
• Platform Return: 295% return on tech investment over three years.

Here's the quick math: that 295% return translates to a $21.4 million Net Present Value (NPV) over three years for a composite enterprise customer, plus an estimated $3.2 million in annual savings from consolidating other marketing technology.

Zeta Global Holdings Corp. (ZETA) - PESTLE Analysis: Legal factors

Ongoing Fiduciary Investigation and Class Action Lawsuit

You need to be aware that Zeta Global Holdings Corp. is currently navigating a significant legal headwind, specifically a shareholder class action lawsuit and related fiduciary investigations. Several prominent law firms, including Bragar Eagel & Squire, P.C. and Labaton Keller Sucharow, have been involved in the securities litigation, which was active throughout 2025. The core of the complaint, filed in the U.S. District Court for the Southern District of New York, centers on allegations of misleading statements about the company's financial health and data collection practices.

The class action covers investors who purchased shares between February 27, 2024, and November 13, 2024. The deadline for investors to apply to be appointed as lead plaintiff was January 21, 2025. This isn't just a nuisance suit; it questions the integrity of the board's conduct and financial reporting. When the allegations became public, the stock price plunged by $10.46, representing a 37.07% drop on November 13, 2024, which is a clear signal of the market's concern over the potential liability.

Allegations of Unethical User Data Collection Practices

The legal risk is tightly coupled with severe reputational damage stemming from alleged unethical data collection. The class action complaint specifically alleges that Zeta Global utilized 'predatory consent farms' and 'sham websites' to collect user data, and that this data was a primary driver for the company's growth. In a telling move in March 2025, the company removed all references to its data being 'opted-in' in its latest annual filing, which only fuels the narrative that the data sourcing methods are questionable.

This is a major operational risk because the entire business model relies on the size and quality of its proprietary data set, which the company previously claimed included over 240 million opted-in individuals in the U.S. and over 535 million globally. If the legal process confirms the data was improperly sourced, the value of that core asset is defintely compromised.

• Allegations: Use of 'consent farms' and 'sham websites.'
• Financial Risk: Stock dropped 37.07% on the news.
• Reputational Impact: Removal of 'opted-in' data claims in the 2025 annual filing.

Exposure to Evolving US State-Level Data Privacy Laws (CCPA, VCDPA)

The fragmented landscape of US state-level data privacy laws, such as the California Consumer Privacy Act (CCPA) and the Virginia Consumer Data Protection Act (VCDPA), creates constant, high-stakes compliance overhead. For a company of Zeta Global's size, with revenue over $1 billion and total assets over $1 billion in 2025, the initial cost of compliance for a large enterprise was estimated to be around $2,000,000. That's just the initial setup, not the recurring legal and technical costs.

The real risk is the penalty structure, especially as fines increased in 2025. Starting January 1, 2025, the California Privacy Protection Agency (CPPA) increased the fine amounts for CCPA violations. This means every compliance failure now carries a higher price tag.

Any confirmed data mishandling, especially given the 'predatory consent farms' allegations, could expose Zeta Global to multiple, cumulative fines across millions of consumer records under these new, higher penalty structures. You can't afford to be sloppy with consumer data in this environment.

Risk from the European Commission's UK Data Transfer Adequacy Decision

The ability to transfer personal data freely between the European Union (EU) and the United Kingdom (UK) is vital for any global data-driven company. The European Commission's (EC) adequacy decisions for the UK, which allow this free flow, were originally set to expire on June 27, 2025. However, this sunset clause was extended to December 27, 2025, to allow the EC to review the UK's new Data (Use and Access) Act 2025 (DUAA).

In July 2025, the EC published a draft adequacy decision indicating that the UK's data protection level remains essentially equivalent to EU standards, which is a positive sign for renewal, potentially extending the decision until December 27, 2031. Still, if the decision is not renewed, Zeta Global would be forced to implement costly alternative transfer mechanisms, such as Standard Contractual Clauses (SCCs) or Binding Corporate Rules (BCRs), for all EU-to-UK data transfers. That's a massive, sudden operational and legal project.

Finance: Monitor the EC's final adequacy decision announcement closely as the December 27, 2025 deadline approaches.

Zeta Global Holdings Corp. (ZETA) - PESTLE Analysis: Environmental factors

Achieved carbon neutrality in fiscal year 2022, aligning with growing ESG mandates

Zeta Global Holdings Corp. (ZETA) established a clear competitive edge in the ad-tech space by achieving carbon neutrality in fiscal year 2022. This wasn't just a PR move; it was a foundational step in their long-term sustainability plan. The market is defintely rewarding this kind of action, as enterprises and key stakeholders increasingly look to partner with companies that have made tangible investments to reduce their carbon footprint.

For a company projecting Full Year 2025 Revenue guidance between $1,289 million and $1,292 million, this early commitment to Environmental, Social, and Governance (ESG) standards is a significant risk mitigator. It signals operational maturity and alignment with the global corporate shift, where almost two-thirds (63%) of the Forbes Global 2000 companies now have net-zero or similar targets as of September 2025.

Committed to a long-term plan to reduce residual emissions toward a net-zero goal

Achieving carbon neutrality, which often relies on purchasing high-quality carbon offsets to balance emissions, is the initial step. The real challenge, and Zeta's stated long-term goal, is reaching true net-zero. This requires a much more rigorous process, demanding a reduction of a company's own emissions by at least 90% before any remaining residual emissions can be neutralized with carbon removal.

Zeta is currently on a multi-year path to net zero, focusing on lowering both direct and indirect emissions. This involves:

• Working with third-party technology providers in the green digital media ecosystem.
• Optimizing its supply chain for environmental efficiency.
• Reducing residual emissions from its core operations.

This is a smart, forward-looking strategy because the market is quickly learning the difference between simple carbon neutrality and the deep decarbonization required for net-zero.

Minimal direct environmental impact, but cloud infrastructure energy consumption is a factor

As an AI-powered marketing cloud provider, Zeta Global's direct environmental impact (Scope 1 and 2 emissions from owned facilities and purchased energy) is inherently minimal compared to a manufacturing or logistics company. The core environmental challenge for Zeta lies in its indirect emissions-specifically the energy consumption of the massive data centers and cloud infrastructure that power its AI and process trillions of consumer signals.

The energy demand from the global data center and AI sector is exploding. For context, in the US alone, data center energy consumption was estimated at 176 TWh in 2023, and AI is a major driver of future projections. Zeta's commitment to net-zero is effectively a commitment to managing this exponential growth in computing power with a corresponding reduction in carbon intensity, mostly through its choice of cloud partners and the efficiency of its own platform, the Zeta Marketing Platform (ZMP).

Customer preference for green digital media partners influences vendor selection

Honestly, this is where the rubber meets the road for a B2B platform like Zeta. When a large enterprise customer is looking for a marketing technology vendor, their own ESG mandates now filter down to their media partners. They are actively seeking 'green digital media partners' to lower their own Scope 3 emissions.

This preference is a clear market trend in 2025. Media buyers are now looking for vendors with carbon offset programs or platforms that offer sustainability scores for ad placements. Zeta's carbon neutrality position gives them a significant advantage in sales pitches to Fortune 500 brands, a key target for the company. The fact that 88% of global consumers express a preference for sustainable purchases means brands need partners like Zeta to demonstrate their commitment. It's not just about performance anymore; it's about performance and purpose.