Ziff Davis acquires two companies in third quarter 2025

Ziff Davis completed two acquisitions during the third quarter of 2025, announced on October 1, 2025. The digital media and internet company acquired Semantic Labs, which operates in cybersecurity and martech, and Etrality, which focuses on connectivity solutions. Terms of the individual acquisitions were not disclosed.

The financial impact of these acquisitions on Ziff Davis is not expected to be material, according to the announcement. The company stated that these deals grow its global customer base, provide access to new markets, and expand its product lineup.

Semantic Labs operates as a performance-based growth partner for software-as-a-service companies. The company has worked with more than 300 SaaS businesses, according to its website. Semantic Labs claims to have driven over $250 million in client revenue and delivered more than 10 million conversions and high-value actions. The platform operates on a performance-based model where clients pay only when the company delivers paying customers, eliminating upfront costs and setup fees.

The Semantic Labs platform utilizes several methods to acquire customers, including traditional paid marketing across Google, Microsoft, LinkedIn, and influencer partnerships. The company tracks new customer sign-ups and ensures quality control measures are in place. Wesley Whetten, Performance Marketing Manager at Impact.com, stated that Semantic Labs "has been a great partner in driving growth across affiliate programs on our network, and a top partner for Impact.com's own program."

Etrality develops products focused on internet speed analysis and WiFi network performance. The company's portfolio includes Speedcheck, an application that tests the speed of cellular, WiFi, and network connections across iOS, Android, and web platforms. Users can track and analyze their connection results over time through the application.

Another Etrality product, WiFi Finder, provides access to a database of tested WiFi hotspots globally. The application helps users locate high-performance WiFi connections when needed. The company also maintains a Hotel WiFi Experience Database, which offers WiFi experience and performance data based on speed tests conducted in hotels worldwide.

Ziff Davis describes itself as a vertically focused digital media and internet company. Its portfolio includes brands in technology, shopping, gaming and entertainment, health and wellness, connectivity, cybersecurity, and martech sectors. The company trades on NASDAQ under the ticker symbol ZD.

The acquisition of martech capabilities through Semantic Labs positions Ziff Davis to serve advertisers navigating platform restrictions and policy changes. Performance marketing fundamentals remain challenging despite technological advances, with up to 25% of performance media spend being misallocated across digital advertising campaigns according to March 2025 industry analysis.

The acquisition of connectivity-focused Etrality comes as network performance measurement becomes increasingly important for digital marketing operations. Display & Video 360 reported 60% cost reduction with AI-enhanced automation in January 2025, demonstrating ongoing platform development that requires martech solutions to adapt.

For marketing professionals, the consolidation of martech and connectivity capabilities under Ziff Davis signals continued industry consolidation. Performance-based marketing models like those offered by Semantic Labs have gained traction as advertisers seek alternatives to traditional agency retainers. The company's customer acquisition platform uses data-driven strategies that identify search intent and patterns to drive growth.

Semantic Labs describes its approach as seeking "meaning, not just clicks." The platform has over 10 years of experience in refining data-driven customer acquisition methods. The company's team has assisted hundreds of SaaS companies in scaling from startup phases to success using these methodologies.

Etrality's internet speed analysis capabilities serve both consumer and business markets. Speedcheck allows users to test connection speeds and maintain historical records of performance over time. This data collection supports network performance evaluation, which affects how digital advertising campaigns perform across different connectivity environments.

The WiFi Finder application maintained by Etrality contains tested hotspot information for locations worldwide. This database helps users identify high-performance WiFi access points, which can influence where mobile advertising reaches users under optimal network conditions.

Ziff Davis operates across multiple vertical markets through its brand portfolio. The company's existing presence in cybersecurity, martech, and connectivity sectors gains expansion through these acquisitions. The digital media company serves professional audiences in technology sectors where network performance and customer acquisition strategies intersect.

The performance-based model employed by Semantic Labs differentiates it from traditional agency structures. Clients avoid upfront marketing investments, instead paying when the platform delivers customers who complete sign-ups or purchases. This approach aligns marketing costs directly with customer acquisition outcomes.

Semantic Labs markets its services to SaaS companies seeking growth without traditional agency commitments. The platform operates independently and in parallel with clients' existing marketing efforts, whether managed in-house or through agencies. This structure allows companies to supplement existing marketing activities without disrupting current operations.

The Hotel WiFi Experience Database developed by Etrality provides WiFi experience and performance metrics based on speed tests from hotel locations globally. This specialized data serves hospitality industry stakeholders and travelers seeking reliable connectivity information. Hotels increasingly compete on connectivity quality as remote work and digital nomad trends continue.

Network analytics capabilities from Etrality complement Ziff Davis's existing technology-focused brands. The company's portfolio serves professional audiences who require reliable connectivity information and performance measurement tools.

Ziff Davis reported strong Q2 2025 results on August 6, 2025, with total revenues climbing 9.8% to $352.2 million. The company exceeded analyst expectations while continuing its transformation through strategic acquisitions and artificial intelligence deployment across its advertising platforms. The company reaffirmed its 2025 guidance during that earnings announcement.

The acquisitions expand Ziff Davis's capabilities in performance marketing and connectivity measurement. Marketing professionals gain access to performance-based customer acquisition tools and network performance data through the expanded portfolio. These capabilities address market needs as digital advertising platforms continue platform policy adjustments and connectivity quality affects campaign performance.

Semantic Labs claims 100% performance-based operations across its client base. The company tracks conversions and high-value actions delivered to clients, maintaining metrics on customer quality and acquisition costs. This transparency in performance measurement aligns with advertiser demands for accountability in marketing spending.

The acquisition timing in the third quarter positions Ziff Davis to integrate these capabilities ahead of the 2026 planning cycle for marketing organizations. Companies typically evaluate vendor relationships and martech stacks during fourth quarter and first quarter periods.

Martech consolidation has accelerated across the industry, with companies seeking to reduce platform friction for marketers. In July 2025, Leadpages acquired Glorify to streamline conversion campaigns, creating a unified marketing platform. Viant acquired Lockr in March 2025 to enhance first-party data capabilities, addressing identity and addressability challenges in programmatic advertising.

The broader pattern of acquisitions reflects strategic positioning as advertising technology faces privacy changes and platform adjustments. Optimizely acquired NetSpring in September 2024, bringing warehouse-native analytics to its digital experience platform. Semrush acquired Search Engine Land in October 2024, expanding its reach by acquiring Third Door Media properties.

Ziff Davis has pursued an active acquisition strategy in recent years. The company acquired CNET in August 2024 for more than $100 million from Red Ventures, strengthening its position in technology journalism. The CNET acquisition brought 38 million monthly visitors to Ziff Davis's portfolio, expanding its advertising reach.

The company's position among dominant digital media companies has drawn attention. Analysis revealed that 16 media companies control the vast majority of Google search results, with Ziff Davis among the conglomerates whose properties capture significant search visibility. MayoClinic, owned by Ziff Davis, receives an estimated 342 million monthly search visits according to April 2025 research.

Ziff Davis filed a major copyright lawsuit against OpenAI in April 2025, alleging copyright infringement across its 45+ properties including CNET, PCMag, IGN, and Mashable. The 62-page complaint filed in Delaware federal court claims OpenAI "intentionally and relentlessly reproduced exact copies and created derivatives of Ziff Davis works" without authorization. The company seeks damages potentially reaching hundreds of millions of dollars.

The Q3 2025 acquisitions of Semantic Labs and Etrality add specialized capabilities to Ziff Davis's portfolio. Semantic Labs brings performance-based customer acquisition technology serving SaaS companies, while Etrality provides internet speed analysis and WiFi performance measurement tools. These additions complement the company's existing operations in digital media, cybersecurity, and martech sectors.

Timeline

• October 1, 2025: Ziff Davis announced completion of two acquisitions in the third quarter of 2025
• Q3 2025: Ziff Davis completed acquisitions of Semantic Labs and Etrality
• August 6, 2025: Ziff Davis reported strong Q2 2025 results with 9.8% revenue growth
• August 7, 2025: Ziff Davis hosted earnings call with CEO Vivek Shah and CFO Bret Richter
• April 24, 2025: Ziff Davis filed copyright lawsuit against OpenAI
• March 2025: Industry analysis revealed up to 25% of performance media spend being misallocated
• March 3, 2025: Viant acquired Lockr to enhance first-party data capabilities
• January 2025: Display & Video 360 reported 60% cost reduction with AI-enhanced automation
• August 2024: Ziff Davis acquired CNET from Red Ventures for over $100 million
• October 2024: Semrush acquired Search Engine Land and Third Door Media properties
• September 2024: Optimizely acquired NetSpring to enhance experimentation capabilities
• July 2025: Leadpages acquired Glorify to streamline conversion campaigns

Summary

Who: Ziff Davis (NASDAQ: ZD), a vertically focused digital media and internet company, acquired Semantic Labs and Etrality. Semantic Labs serves over 300 SaaS businesses with performance-based customer acquisition services. Etrality develops internet speed analysis and WiFi network performance products.

What: Ziff Davis completed two acquisitions in the third quarter of 2025. The deals expand the company's capabilities in cybersecurity, martech, and connectivity. Semantic Labs operates a performance-based customer acquisition platform for SaaS companies. Etrality develops Speedcheck, WiFi Finder, and Hotel WiFi Experience Database products. Terms were not disclosed, and financial impact is not expected to be material.

When: The acquisitions were announced on October 1, 2025, covering deals completed during the third quarter of 2025.

Where: The acquisitions affect Ziff Davis's global operations and expand its market access. Semantic Labs operates in digital marketing channels including Google, Microsoft, LinkedIn, and influencer networks. Etrality's products serve users globally through iOS, Android, and web platforms. Ziff Davis is headquartered in New York.

Why: The acquisitions grow Ziff Davis's global customer base, provide access to new markets, and expand the company's product lineup across cybersecurity, martech, and connectivity sectors. For the marketing community, these deals consolidate performance-based marketing capabilities and network performance measurement tools under one company, addressing advertiser needs for accountability and platform adaptation as digital advertising continues changing. The acquisitions align with broader martech consolidation trends as companies seek comprehensive solutions addressing privacy changes, platform restrictions, and measurement challenges affecting digital marketing operations.