Zeta Global Ties With Palantir in AI Infrastructure Pivot

Zeta Global Holdings Corp. said Monday it is integrating its data cloud with Palantir Technologies' Foundry platform under a seven-year joint go-to-market agreement, marking what CEO David Steinberg called a pivot from marketing technology to AI infrastructure.

Speaking at a Citi conference in New York, Steinberg said the two companies have built a joint forward-deploy engineering team. Zeta will market its platform to the "vast majority" of Palantir's enterprise and government clients. "Putting our data cloud on top of Foundry is going to speed it up dramatically as it relates to data ingestation from our existing and new clients, and it's going to allow our algorithms to train even faster," he said.

The deal gives Zeta a distribution channel into Palantir's existing contracts, many of which run multiple years and involve sensitive data environments. For Palantir, the partnership adds a revenue-share stream and extends Foundry's use case into customer analytics without building the vertical itself.

Zeta's algorithms will train on data already flowing through Foundry, skipping the extraction and normalization step that typically slows cross-platform integration. The speed gain is central to the thesis. Steinberg described the move as "one of the biggest pivots we've ever made."

Execution risk is real. Integrating a marketing data cloud into Foundry requires handling personally identifiable information, behavioral signals, and third-party cookie data. That data is subject to strict rules in Europe and some U.S. states. Palantir's existing stack may not have those compliance controls built in. Zeta will need to layer them on, adding friction to the integration timeline.

Steinberg cited data ingesting speed as the primary metric. If Zeta's next quarterly report shows faster client onboarding or a measurable pipeline of Palantir-sourced deals, the integration is gaining traction. The joint engineering team's headcount – even a range – would signal depth.

Churn or a data-security incident tied to the Foundry integration would reverse the narrative quickly. Rising cost of revenue that outpaces gross margin stabilization would suggest the integration consumes more resources than it returns. Regulatory pushback from European data-protection authorities on how marketing data flows through Foundry could slow adoption and limit the revenue opportunity.

Zeta said it would update investors on integration progress at the next earnings report. Until the numbers show faster onboarding and identifiable Palantir-sourced revenue, the pivot remains a story about intent.