Publicis Buys Data Marketplace and ID Expert Lotame

Marcoms holding company Publicis Groupe is to acquire Lotame, which offers a proprietary identity solution and an end-to-end data marketplace and will become part of the Epsilon division.

Lotame says its marketplace is one of the world's largest, spanning 109 countries. Its proprietary identity solution taps more than a hundred data sources to establish some 1.6bn IDs and deliver 'consistent and relevant' addressable audiences for more than 4,000 of the world's leading brands and publishers. Combined with Publicis Epsilon's existing set of 2.3 billion global profiles, this promises users the ability to reach 91% of adult Internet users worldwide with personalized messaging at scale.

Publicis says the buy also brings it nineteen years of earned data and innovation expertise, including experts in data and identity and dedicated engineering, partnerships and operations specialists. It will also boost Epsilon's expansion in APAC and EMEA.

Lotame will continue to be led by founder and CEO Andy Monfried (pictured), who comments: 'We are beyond thrilled to join Publicis Groupe, who shares our commitment to industry interoperability, connectivity, and privacy. Together with Epsilon, we look forward to delivering the next chapter of connected identity for Publicis'.

Arthur Sadoun, Chairman and CEO of Publicis Groupe states: 'In the age of AI, the name of the game is connect or die. 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'.

The buy remains subject to customary conditions and is expected to close early in the next quarter. Web sites: www.publicisgroupe.com and www.lotame.com .