M&A
Zeta Global acquires YC-backed Senso to power its generative engine optimization product
Zeta Global (NYSE: ZETA) agreed to acquire Senso, a Toronto-based Y Combinator W24 startup whose infrastructure lets enterprises publish verified ground truth that ChatGPT, Gemini, Claude and Google AI Overviews answer from, for an undisclosed price. Senso's technology already powers Zeta's Generative Engine Optimization product, and combining it with the Zeta Data Cloud lets brands measure which audiences AI-generated answers reach; CEO Saroop Bharwani joins Zeta at close and LUMA Partners advised Senso. Zeta had about $310M of cash and a new $1B credit facility, so no financing was needed. Visibility inside AI answers is becoming a marketing budget line, and the data plumbing behind it is being bought, not built.
