Paris, France – Global advertising giant Publicis Groupe is set to acquire independent end-to-end data solution company Lotame, with the company set to be positioned as part of Epsilon, a global advertising and marketing technology company that is part of the Publicis family.
The combined data and identity assets of Lotame and Publicis Groupe’s 2.3 billion global profiles will enable clients to reach 91% of adult internet users with personalised messaging at scale with even greater accuracy.
Moreover, the combined footprint of Epsilon and Lotame will expand Groupe’s unique profiles to almost 4 billion, extending global coverage to more than 90% of consumers worldwide. This scale combined with unmatched breadth and depth of data allows marketers to find and activate against the right audiences with even greater accuracy, to engage their consumers in more relevant and meaningful ways.
It is also worth noting that Lotame’s 19 years of earned data expertise and trusted innovation, coupled with its team of experts across data and identity, will power global and local-market product development, supported by dedicated engineering, partnerships, and operations specialists.
Lastly, Lotame will drive APAC and EMEA expansion of Epsilon, continuing to work with publishers, data partners, and brands across the regions.
Led by founder and CEO Andy Monfried, Lotame will be positioned as part of Epsilon, accessible to all Publicis clients and teams to enhance their ability to deliver personalised marketing services at scale.
Arthur Sadoun, chairman and CEO Publicis Groupe, said, “In the age of AI, the name of the game is connect or die. By connecting Lotame to Epsilon, we’re reinforcing our industry-leading identity graph, giving clients the unique competitive advantage of seeing and engaging with 91% of all adults who use the internet, safely and transparently.
He added, “By connecting that best-in-class identity to our clients’ data thanks to AI, and leveraging it across their marketing spectrum, from their PESO media ecosystem to content production, all in their owned environments, we are truly delivering measurable outcomes for their business. It’s how we are making CoreAI a reality, and how we’ve built a category of one for Publicis that means today we are the world’s largest advertising group, leading the industry on every KPI.”
Arthur further added, “As we continue to invest in the products, services and talent that drive differentiation and growth for our clients, I couldn’t be happier to welcome Andy and the outstanding teams at Lotame on board.”
Meanwhile, Andy commented, “We have a rich history of innovation, building out our global data marketplace and scaling our identity solution to become among the most trusted and adopted in the industry. We are beyond thrilled to join Publicis Groupe, who shares our commitment to industry interoperability, connectivity, and privacy. Together with Epsilon, we look forward to delivering the next chapter of connected identity for Publicis.”
It is worth noting that this acquisition comes in light of advertising-driven acquisitions, with T-Mobile recently acquiring Vistar Media and Blis to bolster their advertising solutions offering in the USA and globally. Moreover, Publicis’ desire to acquire Lotame also comes after Publicis Worldwide and Leo Burnette have consolidated their networks to form a new entity aptly named ‘Leo’.
