Publicis Groupe to acquire data firm Lotame

Publicis Groupe SA announced on Wednesday that it has entered into an agreement to acquire Lotame, a company specializing in data and identity solutions. The acquisition is part of a broader update to the company's artificial intelligence strategy and aims to enhance its ability to offer personalized marketing services to clients globally.

Lotame operates a global data marketplace and an identity solution that encompasses over 1.6 billion identifiers, built on more than 100 data sources. The company's operations span 109 countries, serving over 4,000 brands and publishers.

The combined data and identity assets of Lotame and Publicis's subsidiary Epsilon are expected to enable clients to reach up to 91% of the world's adult internet users. This scale is anticipated to improve the accuracy and effectiveness of targeted advertising efforts.

The transaction is expected to strengthen Lotame's position, particularly in the Asia-Pacific and EMEA markets. Lotame's founder and CEO, Andy Monfried, will join Epsilon in an advisory capacity. The acquisition is subject to customary closing conditions and is anticipated to be completed in early Q2 2025.