Zeta Global stock pops on OpenAI partnership as traders eye Athena launch
New York, January 6, 2026, 12:25 PM EST — Regular session Shares of Zeta Global Holdings Corp jumped on Tuesday after the marketing software firm said it struck a partnership with OpenAI to power new AI capabilities in its Athena product. The stock was up 7.7% at $23.34 by midday in New York, after touching $24.28 earlier, while the S&P 500 was up about 0.3%. The move matters because marketing-tech companies are in a race to embed generative AI into tools that help brands target customers and tune ad spending in real time. Investors have been quick to re-rate smaller