Publicis Buys British Martech Firm Yieldify

Groupe Publicis has announced the acquisition of London-based Yieldify, which will form part of the global marcoms giant's advertising and marketing technology division Epsilon.

Yieldify was founded in 2013 and has more than 90 employees in its HQ and in regional offices in New York, Sydney and Singapore. The firm promises to helps clients personalize consumers' web site experiences based on their profile and stage in the purchase journey, and drive incremental revenue. Its personalization, conversion optimization and customer journey analysis offerings will enhance Epsilon's PeopleCloud, and be integrated with the division's identity solution CORE ID.

Yieldify, which Publicis says will keep its name and structure for the time being, is led by CEO Waleed Al-Atraqchi (pictured), formerly the Chief Executive of Affinnova.

Web sites are at www.epsilon.com and www.yieldify.com .