Lotame Acquired by Publicis to Expand Epsilon Data Reach

Publicis Groupe has announced the acquisition of Lotame, a data management system that has raised $60 million over its 19-year lifespan. This acquisition aims to leverage Lotame’s capabilities to enhance Publicis’ Epsilon consumer data segment, increasing its consumer profile data markedly. Lotame, known for its extensive data sales marketplace and its Panorama ID, aligns with Publicis' strategy to offer enhanced data services to advertisers. For Andy Monfried, Lotame's founder and CEO, this acquisition ends a journey for the company as a staunch third-party programmatic vendor. Since its inception in 2006 as a publisher-focused DMP, Lotame has adapted through significant industry shifts, culminating in its latest data collaboration platform. Under the umbrella of Publicis, Lotame is expected to pivot further towards a buy-side business model, augmenting its service-based offerings under the Epsilon arm. Despite Monfried’s previous reflections on the company's possibility of going public, the current exit represents a strategic pivot aligning with Publicis’ growth in orchestrating extensive data management services.