Zeta Global (ZETA) CEO David Steinberg joins Julie Hyman and Josh Lipton on Market Domination to discuss how the marketing cloud company uses artificial intelligence (AI) to track and forecast consumer behavior.

“When we look at the Zeta marketing platform, we're ingesting, call it 240 million plus Americans’ behavior, and we have primarily focused on sort of democratizing the open internet where we operate across the entire digital ecosystem, whether it's connected television, online video, into most of the social media platforms, so on and so forth,” Steinberg says.

He explains that tracking consumer behavior for marketing purposes on mobile "was sort of a bit of an open environment post-Apple (AAPL) changing the way it operated inside of iOS. It eliminated its tracking system, which hurt a lot of mobile-first platforms because we use our Zeta ID across every digital methodology. We're now able to address the mobile, in-app, and mobile wallet experience seamlessly using the Zeta marketing platform, [which] means we can use an exact identity with exact behaviors to target marketing on behalf of our clients inside of a mobile environment.”

Steinberg highlights the Zeta Marketing Platform’s upgraded AI agent studio, explaining, “What it's really doing in our world is taking on the responsibility of human capabilities and moving them to the next level. So you know your own virtual data scientist living inside of the platform, which allows you to massively lower cost across your internal ecosystem, and it allows you to identify individuals who are in market for your products more efficiently and effectively. Therefore spend less on marketing, but return substantially more per dollar invested.”

The company has also leveraged its tech to create an economic index focusing on consumer spending. The index shows how Zeta does “a better job building a forecasting and reporting infrastructure for the US economy” and “ how Zeta is growing from just focusing on marketing into business intelligence” to forecasting.

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This post was written by Naomi Buchanan.