The combined data and identity assets of Lotame and Publicis Groupe's 2.3 billion global profiles will enable clients to reach 91% of adult Internet users with personalised messaging at scale with even greater accuracy, says Publicis Groupe. 

According to Publicis Groupe, Epsilon and Lotame will put the leadership of identity-driven marketing in the hands of all its clients through:

Expanded Global Identity

The combined footprint of Epsilon and Lotame will expand Publicis Groupe's unique profiles to almost 4 billion, extending global coverage to more than 90% of consumers worldwide. This scale combined with breadth and depth of data allows marketers to find and activate against the right audiences with even greater accuracy, to engage their consumers in more relevant and meaningful ways.

Talent and Expertise

Lotame's data expertise and innovation, coupled with its team of experts across data and identity, will power global and local market product development, supported by engineering, partnerships and operations specialists.

Regional Product Focus

Lotame will drive the APAC and EMEA expansion of Epsilon, continuing to work with publishers, data partners and brands across the regions. Lotame's identity solution brings interoperability and data connectivity to digital marketers everywhere. Led by Founder and CEO Andy Monfried, Lotame will be positioned as part of Epsilon and will be accessible to all Publicis clients and teams to enhance their ability to deliver personalised marketing services at scale.

Arthur Sadoun, Chairman and CEO of Publicis Groupe, says, "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," adds Sadoun. 

"As we continue to invest in the products, services and talent that drive differentiation and growth for our clients, I couldn't be happier to welcome Andy and the outstanding teams at Lotame on board," says Sadoun. 

Andy Monfried, Lotame CEO, concludes, "We have a rich history of innovation, building out our global data marketplace and scaling our identity solution to become among the most trusted and adopted in the industry. 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."

Publicis Groupe concludes that this acquisition remains subject to customary conditions for closing and is expected to close early in the second quarter of 2025.

For more information, visit www.publicisgroupe.com. You can also follow Publicis Groupe on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of Facebook