Zeta Global to acquire Senso, bringing its GEO engineering in-house

Zeta Global (NYSE: ZETA) agreed on October 5, 2026 to acquire Senso, the Toronto-based, Y Combinator-backed AI engineering startup whose technology already underpins Zeta’s Generative Engine Optimization (GEO) product, which tracks brand visibility and citation gaps across ChatGPT, Gemini, Claude and Google AI Overviews. Senso co-founder and CEO Saroop Bharwani and the rest of the eight-person team are joining Zeta rather than continuing as an outside technology partner; Zeta says it will work with the Senso team to keep existing Senso customers served through the transition. Zeta disclosed neither a purchase price nor a deal structure or closing date. Per PPC Land, the deal follows Adobe’s $1.9 billion purchase of Semrush and impact.com’s investment in Evertune, both within the past year, as AI-visibility tooling continues consolidating under larger marketing and ad-tech platforms.