Publicis Groupe [Euronext Paris FR0000130577, CAC 40] has announced its agreement to acquire Lotame, a leading global provider of data and identity solutions.
This strategic acquisition aims to enhance Publicis’ Epsilon unit, further solidifying its position as the world’s largest advertising group and a leader in identity-driven marketing.
The transaction is expected to close in the second quarter of 2025, subject to customary regulatory approvals. While the financial terms remain undisclosed, the acquisition will significantly expand Publicis’ data capabilities, reinforcing its leadership in AI-powered marketing solutions.
Expanding Global Identity and Consumer Reach
Lotame, operating in 109 countries, is recognized for its proprietary identity solution, which provides addressable audiences built on more than 1.6 billion IDs and over 100 data sources. By integrating Lotame’s technology with Epsilon, Publicis will increase its global consumer identity profiles from 2.3 billion to nearly 4 billion, covering 91% of adult internet users worldwide.
Arthur Sadoun, Chairman and CEO of Publicis Groupe, emphasized the importance of this acquisition in the evolving digital landscape:
“In the age of AI, the name of the game is connect or die. By connecting Lotame to Epsilon, we are reinforcing our industry-leading identity graph, providing clients with the unique competitive advantage of engaging with 91% of all adult internet users—safely and transparently. This move strengthens our ability to deliver measurable business outcomes through AI-driven personalization across the entire marketing spectrum.”
Strengthening AI and Identity-Driven Marketing
The integration of Lotame into Epsilon will provide Publicis’ clients with several competitive advantages:
- Enhanced Identity Solutions: The combined data assets will allow brands to precisely identify and engage consumers, facilitating more relevant and personalized marketing at scale.
- Interoperability and Privacy Compliance: Lotame’s expertise in data connectivity ensures that all marketing efforts align with evolving privacy regulations while maintaining interoperability across different platforms.
- Regional Expansion: Lotame will spearhead Epsilon’s growth in APAC and EMEA, working with publishers, data partners, and brands to enhance their data-driven marketing capabilities.
- AI-Powered Personalization: The integration of Lotame’s identity graph with Publicis’ CORE AI technology will enable brands to leverage AI for highly targeted, data-driven marketing campaigns.
Industry Impact and Future Outlook
With this acquisition, Publicis strengthens its leadership in first-party data solutions, positioning itself ahead of competitors such as WPP, Omnicom, and Interpublic Group. As digital marketing continues to shift towards AI-powered and privacy-compliant identity solutions, Publicis’ expanded capabilities will provide clients with unmatched precision in audience targeting and measurable marketing outcomes.
Lotame CEO Andy Monfried expressed enthusiasm about joining Publicis Groupe, stating:
“We are beyond thrilled to join Publicis, which shares our commitment to interoperability, connectivity, and privacy. Together with Epsilon, we look forward to delivering the next chapter of connected identity for marketers worldwide.”
As the digital advertising landscape undergoes rapid transformation, Publicis’ acquisition of Lotame represents a strategic investment in data, AI, and identity solutions, ensuring continued innovation and competitive advantage in the evolving market.
