Publicis Groupe has announced its acquisition of ad tech firm Lotame to strengthen its global identity and data-management capabilities, particularly in APAC and Europe. With this deal, Publicis adds 1.6 billion global IDs to its Epsilon platform, expanding its audience graph to nearly 4 billion profiles. This acquisition is part of Publicis's broader investment in its Core AI platform and enhances brands' control over data strategies. Publicis is adopting an 'Identity-as-a-Service approach' to evolve its identity and AI offerings, as highlighted by the company's pilot programs that analyze consumer behavior.
"Lotame's global data assets will feed into Epsilon's 'identity spine,' strengthening Publicis' vertical connected identity solutions - a growing priority as brands seek more control over their data strategies."
"According to Publicis's chief solutions architect, Scott Hagedorn, the holding company is evolving its identity and AI strategy by shifting from a centralized onboarding model to an 'Identity-as-a-Service approach.'"
Collection
[
|
...
]