New York, Jan 11, 2026, 05:25 EST — Market closed
- Two shareholders have submitted notices to sell Zeta shares under Rule 144, the SEC’s framework for planned stock sales
- Zeta closed Friday up, building on a CES-week surge linked to its OpenAI partnership
- Up next, a Needham Growth Conference fireside chat is scheduled for Jan. 13
Zeta Global Holdings Corp (NYSE:ZETA) faces a possible supply glut as the new week begins, following filings that two shareholders plan to offload shares under Rule 144, according to regulatory documents. 1
Timing is key here, as Zeta’s stock has surged since early January, fueled by hype over its marketing AI product. The upcoming session will test if investors hold steady once the initial excitement dies down.
On Friday, Zeta shares closed at $24.40, marking a roughly 3.2% gain from the previous session’s finish, according to the latest market figures.
Family Trust IX filed a Form 144 indicating it may offload up to 287,500 Class A shares, valued near $7.1 million, with an estimated sale date of Jan. 15. Another filing from Southbeach Trust R6 pointed to a potential sale of 44,617 shares, worth about $1.0 million, expected around Jan. 12. 1
Rule 144 is the SEC’s guideline specifying how restricted or controlled stock can be sold. Filing a Form 144 serves as a notice; it doesn’t ensure the shares will actually be sold, nor does it fix a price.
Late Friday, another filing appeared. Investor Jeffrey L. Feinberg updated a Schedule 13G, showing beneficial ownership of 1,126,696 Class A shares—roughly 0.52% of the class. He clarified the stake wasn’t meant to alter or sway control of the company. 2
Zeta, branding itself as an “AI marketing cloud,” grabbed headlines this week with a new partnership with OpenAI. The collaboration aims to boost conversational and “agentic” features within Athena, Zeta’s marketing agent. “Agentic” here means software that acts on users’ behalf, not just responds to queries. 3
Giancarlo “GC” Lionetti, OpenAI’s chief commercial officer, said the partnership proves “advanced AI” is stepping “beyond insight and into action.” 3
KeyBanc Capital Markets analyst Jackson Ader noted the partnership might give Zeta an edge in the crowded marketing software space, where many players offer comparable AI features. “We believe this will be the main model underlying the Athena engine,” he said, referencing OpenAI’s technology. 4
Next on the docket is Zeta’s fireside chat at the 28th Annual Needham Growth Conference, set for Jan. 13. Investors will keenly watch for updates on Athena’s rollout and whether the OpenAI collaboration shifts near-term revenue forecasts, beyond just product demos. 5
The competitive landscape is packed. Giants like Salesforce and Adobe are weaving AI into their marketing suites, while smaller platforms aim to stand out by focusing on data, workflow, and measurement features.
But this week’s filings serve as a stark reminder: rapid moves can reverse just as fast. Should those planned sales hit a thin market, or if investors figure the OpenAI news is already priced in, Zeta could lose its gains just as quickly.
Investors will be eyeing Monday’s U.S. market reopening for signs of follow-through. Attention will then shift to Needham’s management remarks on Tuesday, alongside the kickoff of the first scheduled share-sale window this week.
