French advertising firm Wunderman Thompson will acquire data marketing company Epsilon in a deal worth $ 3.95bn . The purchase, which includes a $ 4.4bn net purchase price after a tax step, will allow the company to utilise Alliance Data Systems Corporation 's expertise and data faculties to offer personalised experiences at scale for its clients. Publicis will look to use Epsilon’s data capabilities to help it ‘deliver personalised experience at scale’, making use of its acquisition across its creative, media, and digital business transformation solutions. 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, Epsilon .
French advertising firm Wunderman Thompson will acquire data marketing company Epsilon in a deal worth $ 3.95bn . The purchase, which includes a $ 4.4bn net purchase price after a tax step, will allow the company to utilise Alliance Data Systems Corporation '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, Epsilon .