In recent months, major agency holding companies like WPP and Publicis have acquired data companies, including InfoSum and Lotame, respectively. These acquisitions indicate a trend where agencies seek to enhance their customer data platforms (CDPs) while ensuring privacy for first-party data. WPP aims to integrate InfoSum into its operating system for improved data use and AI model training, while Publicis plans to combine Lotame's assets with its capabilities, reaching a vast pool of global internet users. Both moves signify a shift in how agencies leverage data in marketing.
At the end of 2024 and the dawn of 2025, customer data platforms (CDPs) were the popular acquisition targets in the martech space.
WPP's purchase of InfoSum will help WPP clients get more from their first-party data while maintaining privacy.
Publicis expects the acquisition of Lotame to strengthen its first-party data stack and enhance its ability to deliver personalized marketing services at scale.
Both acquisitions will strengthen their agencies' data assets, as shown by their plans to combine them into existing data platforms.
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