Roqad, a European identity aggregator and data onboarding partner, has announced its acquisition of Zeotap-Data, Zeotap’s third-party audience business, for an undisclosed sum. This strategic move aims to enhance privacy-compliant targeting capabilities for advertisers, offering greater scale, accuracy, and seamless activation.
The acquisition integrates Roqad’s identity graphs and data onboarding solutions with Zeotap-Data’s extensive third-party audience segments and integrations with major trading platforms. This combination is designed to meet the growing demand from brands for privacy-safe, personalized targeting in digital advertising. Advertisers will be able to expand and enrich their first-party data using Zeotap-Data’s segments, activating these IDs across platforms such as the Amazon DSP—through Zeotap-Data’s exclusive integration—as well as The Trade Desk and Adform.
Initial markets to benefit from this integration include the UK, Germany, Spain, Italy, and France. Roqad plans to extend the offering to the US and APAC regions in Q3 2025. Roqad’s existing client base includes companies such as Microsoft Advertising, Samsung Ads, Nielsen, Publicis, Epsilon, and Zeta.
In June, Roqad launched Link, a data collaboration service built on AWS Clean Rooms. This service allows companies to securely match their first-party data against Roqad’s consented ID graph to expand addressable audiences, verify consent, enable cross-device targeting, and measure campaign performance while maintaining data control. Zeotap-Data’s capabilities will be integrated into the cleanroom, further improving accuracy and scale.
Zeotap-Data will continue to operate as a third-party data provider under the Roqad brand. The acquisition includes the retention of all current staff from both companies, with an additional 20% headcount planned for the UK and Germany.
Carsten Frien, Founder and CEO of Roqad, commented on the acquisition, stating that the combined strengths address critical challenges in privacy-compliant identity resolution, data onboarding, and data activation. He highlighted Zeotap-Data’s exclusive integration into the Amazon DSP as a key advantage, offering significant reach and precision for clients. Frien emphasized the collaboration’s role in supporting advertisers in achieving greater ROI in a cookieless environment where transparency and trust are paramount.
Elad Simon, CEO of Zeotap, noted that the partnership allows Zeotap to concentrate its efforts on its Customer Data Platform (CDP) customers and capabilities, aiming to strengthen its position as a leading European CDP provider. He added that the exclusive partnership with Roqad will enhance Zeotap’s competitive edge in the CDP space by making Audience Boost a leading audience expansion solution.
