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Publicis Acquires Lotame to Expand Global Data and Identity Capabilities

The deal will integrate Lotame's 1.6 billion unique IDs into Epsilon, boosting Publicis' reach to 91% of adult internet users worldwide.

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A logo of Publicis Groupe is seen at its exhibition space, at the Viva Technology conference dedicated to innovation and startups at Porte de Versailles exhibition center in Paris, France June 15, 2022. REUTERS/Benoit Tessier/File Photo

Overview

  • Publicis Groupe has announced its acquisition of Lotame, a data and identity technology company, to enhance its targeted marketing capabilities.
  • The integration of Lotame into Publicis' Epsilon platform will increase its consumer profiles from 2.3 billion to nearly 4 billion globally.
  • Lotame's proprietary tools and data assets will strengthen Publicis' presence in APAC and EMEA regions, supporting its global expansion strategy.
  • The acquisition aligns with Publicis' broader investment in its CoreAI platform, which leverages AI for data-driven marketing insights and personalization.
  • While financial terms of the deal remain undisclosed, Publicis has spent $1.5 billion on acquisitions in the past six months, focusing on first-party data and advanced technologies.