Publicis in $4.4bn deal to buy Epsilon to extend digital reach
Deal bolsters efforts by the world’s third-ranked advertiser to adapt to a fast-changing market increasingly driven by online client data
Paris — Publicis will pay $4.4bn to acquire Alliance Data’s Epsilon marketing unit, the French advertising group says, expanding its digital business and North American footprint. The deal, announced two weeks after Publicis confirmed it was in talks with Alliance Data, bolsters efforts by the world’s third-ranked advertiser to adapt to a fast-changing market increasingly driven by online client data. “The addition of Epsilon will propel Publicis as a leader of data-driven personalised experiences at scale,” the Paris-based company said outlining its biggest acquisition yet that tops the €3.7bn paid for tech consulting firm Sapient in 2014. Publicis and other traditional advertisers have lost ground in a marketplace increasingly dominated by Facebook, Alphabet’s Google and digital marketing specialists that track and target individual clients via their smartphones, while navigating tougher data-protection laws. The French group’s shares sagged after a fourth-quarter earnings miss...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.