LiveIntent

United States · www.liveintent.com · 29 vendors

LiveIntent, Inc. is a people-based marketing platform that enables brands and publishers to connect with audiences across email, mobile apps, and the web. It offers solutions for real-time email advertising, publisher monetization, and first-party identity resolution, helping businesses drive sales and increase revenue. The company was acquired by Zeta Global in October 2024.

Resilience scores

Technology vendors

Services catalogue

9 services in catalogue across 4 categories; runs on 29 sub-vendors.

Insights

Last updated 2026-08-11 · revision 2

29 direct vendors, 334 subvendors

Direct vendors by controlling owner country (sample)

Subvendors by controlling owner country (sample)

Migration Readiness: 9/10

Assessed by AI based on technology stack characteristics (cloud-native vs legacy, containerization, microservices), regulatory environment, data residency requirements, financial stability, and vendor lock-in risks. The score ranges from 0-10, where higher scores indicate better readiness for technology migration.

LiveIntent exhibits exceptionally high migration readiness, primarily due to its highly modern, cloud-native, and containerized internal tech stack. The extensive use of Amazon Web Services (AWS), Kubernetes for orchestration, Docker for containerization, and Terraform for infrastructure-as-code demonstrates a mature approach to infrastructure management and deployment. This architecture inherently supports portability, scalability, and automation, significantly reducing the technical hurdles typically associated with large-scale migrations. The adoption of technologies like Apache Kafka, Spark, and Hadoop further suggests a distributed and modular system design, which is conducive to re-platforming or re-hosting efforts. While specific data on regulatory environment, data residency requirements, and financial stability is not provided, the existing technological foundation positions LiveIntent to undertake migrations with minimal friction. The "Vendor Lock-in Risk" is unknown, and the "Total Vendors: 0" data is contradictory to other vendor information (e.g., "Total Services: 35" and diverse vendor geographies). If "Total Vendors: 0" is accurate, it would imply no vendor lock-in, which is highly beneficial for migration. However, assuming a more realistic scenario where vendors exist as suggested by other data, the current tech stack itself suggests a high degree of control and flexibility, mitigating potential vendor-related migration challenges.

Compliance

8 in-scope frameworks identified; showing 3.

GDPR (source) — Assessment Required

LiveIntent operates as a people-based marketing and identity resolution platform that processes personal data (email addresses, hashed identifiers, behavioral data, device identifiers) at significant scale across EU/EEA residents. As an adtech company serving publishers and advertisers globally — including European markets — LiveIntent acts as both a data controller and data processor under GDPR. The company's core business model (identity resolution, email-based targeting, programmatic advertising) is directly regulated by GDPR and the ePrivacy Directive. The adtech sector has been a primary enforcement target for EU data protection authorities (e.g., IAB TCF enforcement by Belgian DPA, Google/Meta fines). Non-compliance risk is high given the volume and sensitivity of personal data processed, cross-border data transfers (US-EU), and the complexity of consent management in programmatic advertising. Fines can reach €20M or 4% of global annual turnover.

Evidence: https://www.liveintent.com/privacy-policy/, https://www.liveintent.com/ad-choices/, https://privacy.liveintent.com/, https://www.liveintent.com/services-privacy-policy/

ePrivacy Directive — Assessment Required

LiveIntent's adtech platform uses cookies, device identifiers, and email-based tracking for advertising purposes in EU markets. The ePrivacy Directive (and its national implementations) requires prior informed consent for non-essential cookies and tracking technologies. The adtech industry has faced significant enforcement under ePrivacy rules across EU member states. LiveIntent's participation in IAB TCF is a direct response to ePrivacy/GDPR consent requirements. Risk is high given active enforcement by EU DPAs (particularly in France, Belgium, Germany, Netherlands) against adtech companies using tracking technologies without valid consent.

Evidence: https://www.liveintent.com/ad-choices/, https://www.liveintent.com/identity-solutions/hiro/, https://www.liveintent.com/privacy-policy/

SOC 2 (source) — Assessment Required

LiveIntent is a cloud-based SaaS/PaaS advertising technology platform that processes personal data on behalf of thousands of publisher and advertiser clients. SOC2 Type II certification is a standard expectation for enterprise adtech vendors, particularly those handling sensitive audience data and identity graphs. The absence of publicly disclosed SOC2 certification creates medium risk for enterprise client procurement and vendor risk management processes. Clients may require SOC2 reports as part of their vendor due diligence. The risk is medium rather than high because SOC2 is a voluntary framework in the US, but non-certification can result in lost enterprise deals and reputational risk.

Evidence: https://www.liveintent.com/about-us/, https://support.liveintent.com/hc/en-us, https://zetaglobal.com/news/zeta-global-to-acquire-liveintent-in-a-highly-accretive-transaction/

Financials

Three-year financials

Financial Resilience Score: 7/10

LiveIntent demonstrated solid financial resilience at the time of its Q4 2024 acquisition by Zeta Global. The company was acquired for $250 million at approximately 16x Adjusted EBITDA, implying roughly $15-16 million in Adjusted EBITDA. Zeta Global explicitly described the transaction as 'immediately accretive to earnings,' indicating LiveIntent was already EBITDA-positive on a standalone basis—a notable achievement in an ad-tech sector where many peers struggled with profitability. This positive cash generation, combined with sticky publisher relationships (2,000+ premium publishers, including 8 of the top 10 Comscore publishers) and a large customer base of 2,500+ companies, provided a stable revenue foundation. The company's proprietary identity graph covering 235+ million unique hashed email addresses monthly represents a scarce and valuable asset in a post-third-party-cookie environment, giving LiveIntent strategic differentiation. Diversified funding from well-known VC and growth investors (Battery Ventures, Shasta Ventures, First Round Capital, FTV Capital, Lerer Hippeau, Bullpen Capital, Grape Arbor VC) provided long-term capital stability. The willingness of a strategic buyer like Zeta Global to pay 16x Adjusted EBITDA with a mix of cash and lock-up stock signals institutional confidence in the underlying business quality. However, resilience is tempered by concentration risk in email advertising—a channel vulnerable to inbox privacy changes (Apple Mail Privacy Protection, Gmail promotional tab changes, iOS restrictions)—and evolving regulatory exposure from CCPA/CPRA and other privacy laws. The company's ~$100-110 million revenue base is modest relative to walled garden competitors (Google, Meta, Amazon, TikTok), and industry reports indicated LiveIntent underwent workforce restructuring in 2023 alongside broader ad-tech sector challenges. Limited historical financial transparency as a private company also constrains external monitoring.

Key strengths: Positive Adjusted EBITDA (~$15-16M) at time of acquisition, Acquisition deemed 'immediately accretive' by Zeta Global, Sticky relationships with 2,000+ premium publishers including 8 of top 10 Comscore publishers, 2,500+ companies using the platform, Proprietary identity graph with 235M+ monthly unique hashed emails, Diversified VC backing from Battery, Shasta, FTV, First Round, Lerer Hippeau, Strategic acquisition at ~16x Adjusted EBITDA multiple validates business quality

Risk factors: Concentration in email advertising channel vulnerable to inbox privacy changes, Regulatory exposure to CCPA/CPRA and evolving EU privacy rules, Advertising-spend cyclicality pressures both take-rate and volume, Integration/execution risk within Zeta Global post-acquisition, Small-to-mid scale relative to walled garden competitors (Google, Meta, Amazon, TikTok), Limited historical public financial disclosure, Workforce restructuring reported in 2023 amid ad-tech sector downturn

Revenue by geography

Revenue by product/service

Workforce by country

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