Publicis Expands Consumer Reach with Lotame Acquisition
Deal News | Mar 06, 2025 | EIN
French advertising powerhouse Publicis has announced its intention to acquire Lotame, a data and ID technology group, with plans to integrate it into Epsilon, its targeted marketing unit. The deal is expected to expand Publicis's consumer reach from 2.3 billion to 4 billion individual profiles, positioning it to engage with 91% of adult internet users globally. This acquisition is part of a decade-long technological transformation including AI and big data that has made Publicis the leading global advertising company. Publicis anticipates continued growth with an annual forecast of 4-5% organic expansion. The financial terms of the Lotame acquisition remain undisclosed, though the transaction is anticipated to finalize by early Q2. Publicis plans around 800-900 million euros for technology and data acquisitions this year.
Sectors
- Advertising & Marketing
- Technology & Data
Geography
- France – This is the home country of Publicis, the acquiring company.
- United States – Lotame is a data and ID technology group operating globally, often associated with U.S. standards and practices in digital advertising technology.
Industry
- Advertising & Marketing – Publicis is an advertising giant, and the acquisition of Lotame will bolster its capabilities in targeted marketing through its Epsilon unit.
- Technology & Data – Lotame operates in data and ID technology, which is crucial for Publicis's strategy to leverage consumer data and AI for targeted marketing.
Financials
- 800 million to 900 million euros – The amount Publicis plans to allocate for technology and data acquisitions, including the Lotame acquisition, though specific cost for Lotame is not disclosed.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Publicis | Acquiring Company | Company | A French multinational advertising and public relations company, leading in technological transformation in the advertising sector. |
| Lotame | Target Company | Company | A data and ID technology group that specializes in consumer data solutions. |
| Epsilon | Business Unit | Company | Publicis's targeted marketing business unit, which will integrate Lotame's capabilities. |
| Arthur Sadoun | CEO | Person | The CEO of Publicis, commenting on the acquisition's impact. |