“The unique relationships that have been cultivated between Epsilon and our other Alliance Data businesses will remain intact, and we look forward to working with Publicis Groupe to develop an even broader relationship promoting mutual and sustainable growth going forward,” said Edward J. Heffernan, president and CEO of Alliance Data Systems. French advertising firm Publicis Groupe will acquire data marketing company Epsilon in a deal worth $ 4.4bn . The purchase , which includes a $ 1 net purchase price after a tax year , will allow the company to utilise Epsilon 's expertise and data faculties to offer personalised experiences at scale for its clients . With new data regulations and heightened consumer expectations , there has been a growing appetite for tech - savvy , data - driven marketing . Having been one of the few major networks without a major data - marketing division , Publicis will now fill this important niche by obtaining Epsilon from its parent company , Alliance Data Systems plc .
French advertising firm Publicis Groupe will acquire data marketing company Epsilon in a deal worth $ 4.4bn . The purchase , which includes a $ 1 net purchase price after a tax year , will allow the company to utilise Epsilon 's expertise and data faculties to offer personalised experiences at scale for its clients . With new data regulations and heightened consumer expectations , there has been a growing appetite for tech - savvy , data - driven marketing . Having been one of the few major networks without a major data - marketing division , Publicis will now fill this important niche by obtaining Epsilon from its parent company , Alliance Data Systems plc .