Publicis Groupe × Lotame
Publicis Groupe announced its acquisition of Lotame, a global data and identity solutions provider, with the deal expected to close in Q2 2025. [129, 130] The financial terms of the transaction were not disclosed. [129, 131] The acquisition is intended to bolster Publicis' data arm, Epsilon, by expanding its global identity graph to nearly 4 billion profiles and enhancing its reach, particularly in the APAC and EMEA regions. [129, 131]
The asset
Acquisition of Lotame's end-to-end data marketplace and proprietary identity solution, which includes 1.6 billion unique IDs across 109 countries. [130]
- 1.6B Unique Profiles / IDs
The record
- Seller status
- Going concern
- Sector
- Ad Tech / Data Marketplace
- Modalities
- customer_profiles, identity_graph
- Jurisdiction
- Global
- Personal data
- The acquisition aims to deliver connected identity solutions with a shared commitment to industry interoperability, connectivity, and privacy. [130]
What it means if you hold data
This deal shows a major advertising holding company continuing to invest heavily in first-party data assets to counter the decline of third-party cookies. By integrating Lotame's extensive data marketplace and identity graph, Publicis aims to provide clients with scaled, privacy-compliant, personalized messaging capabilities powered by its CoreAI platform. [127, 131]
Sources
- publicisgroupe.com — https://www.publicisgroupe.com/en/news/press-releases/publicis-to-acquire-lotame-the-world-s-leading-independent-end-to-end-data-solution
- bandt.com.au — https://www.bandt.com.au/publicis-acquires-lotame-touts-ability-to-reach-91-of-all-adult-internet-users/
- hellopartner.com — https://hellopartner.com/2025/03/07/publicis-acquires-lotame-to-reach-billions-of-customers/