Zeta Global announces two acquisitions and AthenaOS during Advertising Week

Key points

• Zeta agreed to acquire Senso, an AI-engineering firm whose technology already supports its generative engine optimization offering.
• Zeta also agreed to buy Digital Audience, which provides identity and activation infrastructure and is already integrated into its platform.
• AthenaOS is in limited internal beta, with public beta expected later this year and general availability planned for Q1 2027.
• Athena MCP would make Zeta's intelligence available inside tools such as ChatGPT, Claude and Gemini.

Why it matters for marketers: Content and media teams should track whether Zeta's AI tools reach public beta, since the source says the commercial impact is still unproven.