Palantir and Zeta Global announce strategic partnership.Read News
Palantir and Zeta Global announce strategic partnership.Read News
We’re proud to share that Zeta Global has been named a Leader in the IDC MarketScape: Worldwide AI-Enabled Customer Data Platforms for B2C Users 2026 Vendor Assessment.
We were evaluated alongside 22 other companies on CDP strategy and capabilities, and we believe this recognition speaks to the role the Zeta Marketing Platform (ZMP) plays for modern marketing teams.
We believe ZMP brings identity resolution, data management, decisioning, journey orchestration, and activation across paid and owned channels into one operating environment, so brands can centralize their data, build unified customer profiles, coordinate customer interactions, and act on what those interactions produce.
We also believe this recognition reflects how that connected approach holds up under the pressures B2C brands face today.
Customer expectations are rising, consent rules are tightening, and paid media is becoming more expensive. To keep pace, companies now depend on a clean, consent-aware view of the customer that both people and AI agents can act on. Bringing identity, AI, and activation together in one environment helps marketing teams operate more efficiently, reach the right audiences, and connect their investment to measurable outcomes.
We believe Zeta’s position reflects the range of capabilities the platform delivers within a single environment. As the IDC MarketScape states, “Zeta Global is relevant when the buying team wants a CDP that does more than unify data and instead is also evaluating it for email, messaging, paid media activation, and measurement capabilities within a single operating environment.”
For marketing teams, that breadth means audience building, cross-channel activation, and measurement operate on a shared customer data foundation, rather than being rebuilt across systems that were never designed to work together.
Identity is the foundation on which the rest of the platform is built. As the IDC MarketScape states, “Brands can link first-party data to an identity graph of 245+ million U.S. consumers and enrich profiles with intent signals for segmentation and activation.” We believe that capability converts a first-party record into an addressable, activation-ready profile, even when a brand’s own data is incomplete.
Because identity, activation, and measurement work within one system, the connection between knowing a customer, reaching them, and understanding what worked stays intact, which is often where campaign value is otherwise lost.
Zeta has been investing in AI for years, and Athena by Zeta™, our superintelligent agent, is part of how that investment manifests in daily work.
Athena puts a range of capabilities directly in marketers’ hands. Teams can create audiences in natural language, get assistance designing campaigns, and engage customers through voice. Performance Advisor adds recommendations on where to concentrate effort, and marketers can build custom AI agents suited to their own workflows.
The CDP has moved beyond collecting and unifying customer data. Brands increasingly expect a single platform to serve as the shared context that people and AI agents both draw on, the place where they read signals, make decisions, and learn from outcomes, and where loyalty and first-party identity feed back into everyday marketing work. That expectation sits at the center of how the category is evolving.
The direction becomes more concrete as consumer-side AI agents begin acting on shoppers’ behalf across more B2C categories. The brands that can supply those agents with clean, governed customer context will be the ones represented in agent-driven journeys. A unified platform is what makes that context available to act on. Zeta has been building toward this for years, and we’ll continue investing in the customer data, AI, and orchestration capabilities behind this recognition.
We’re proud to be named a Leader in this IDC MarketScape for AI-Enabled Customer Data Platforms for B2C Users 2026 Vendor Assessment, and we remain committed to helping B2C brands bring their data, AI, and activation together in a single environment. Learn how the Zeta Marketing Platform connects identity, Athena, and cross-channel activation at zetaglobal.com.
