Publicis Groupe to buy Lotame in a rare instance of agency-led ad tech consolidation
By Marty Swant
Publicis Groupe has agreed to acquire ad tech firm Lotame, expanding the holding company’s global identity and data-management capabilities.
The terms of the deal, announced today, weren’t disclosed. However, the company said it’s invested more than $1.5 billion in acquisitions over the past six months. The efforts are part of a broader push to build out Publicis Groupe’s CoreAI platform, which launched early last year, alongside updates for the Paris-based company’s major AI investments.
The purchase also marks a significant expansion of its global identity and data capabilities, especially in APAC and Europe, where its new acquisition has a strong presence. Lotame was already Publicis Groupe’s data partner in both regions and helping to power CoreAI applications. Publicis also plans to expand its publisher network by integrating Lotame with Epsilon’s first-party tagging system to help publishers navigate cookie deprecation.
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Source:: Digiday
