French advertising firm Publicis Groupe will acquire data marketing company Epsilon in a deal worth $4.4bn. The deal, which was announced on Monday, follows the acquisition of online ad network AdMob by WPP for $1.3bn earlier this year. 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 Corporation.
French advertising firm Publicis Groupe will acquire data marketing company Epsilon in a deal worth $4.4bn. The purchase, which includes a $3.95bn net purchase price after a tax step, 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 Corporation.