Ad Tech Briefing: Zeta goes big as Apple casts a shadow over Advertising Week

Advertising Week New York (AWNY) showcased two divergent approaches to publicity. Some executives chose to discuss Apple's latest ad-targeting restrictions without revealing their identities, while Zeta Global focused on its expansion and AI capabilities throughout the event. On AWNY's opening day, Zeta announced the acquisition of Senso, an AI-engineering company, and Digital Audience, a provider of identity and activation infrastructure.

These moves aimed to enhance Zeta's capabilities across various channels and bolster its European presence. In addition to the acquisitions, Zeta introduced AthenaOS, a software designed to integrate enterprise information with Zeta's customer data, extending its reach beyond traditional marketing. Athena MCP was also unveiled to make Zeta's intelligence available within third-party applications and AI environments, such as ChatGPT, Claude, and Gemini.

Olyzon launched its advertising orchestration platform, a campaign management tool that connects buyers to major platforms like Amazon, Google's DV360, The Trade Desk, and Yahoo DSP. This platform uses AI agents to coordinate planning, activation, and measurement across various channels, including connected TV, YouTube, social, digital audio, and digital out-of-home.