Publicis CEO Arthur Sadoun in a strategy update.
Publicis Groupe is acquiring Lotame and will add its deep ID expertise into the France-based advertising company’s Epsilon, its global marketing technology unit.
The combined data and identity assets of Lotame and Publicis will expand unique profiles to almost 4 billion from 2.3 billion, enabling clients to reach 91% of adult internet users with personalised messaging.
Commercial details of the deal haven’t been revealed but the company said it had invested $1.5 billion in data and technology over the last half year.
“In the age of AI, the name of the game is connect or die,” said Publicis CEO Arthur Sadoun in a strategy update
“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.
“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.”
Publicis has been leading its global peers in terms of revenue growth.
The company claimed the title of the “largest” advertising group in the world after posting organic growth of 6.3% in the December quarter.
However, this claim is expected to be short lived. Omnicom will be the biggest when it completes its acquisition of competitor IPG.
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