French advertising giant Publicis Groupe is to acquire US data firm LiveRamp for $2.2bn.
The deal comes as advertising groups, like Publicis, invest heavily in data, technology, and AI to target consumers more effectively.
LiveRamp is a global data collaboration platform that enables companies to unify and manage data from multiple sources in a secure way.
Publicis first began building its data capabilities to target consumers with its $4.4bn purchase of Epsilon in 2019.
Arthur Sadoun, Chairman and CEO of Publicis Groupe, commented: “LiveRamp joining Publicis Groupe is the latest demonstration of our commitment to investing in new talent and innovation, ahead of market shifts.
“After acquiring Epsilon in 2019 – in the name of personalisation at scale and enabling our clients to take back control of their data from the walled gardens, by shifting from cookies to identity – once again, we are looking ahead to what’s next.
“By building the future of data co-creation, we’re empowering our clients to generate new, exclusive, and proprietary data, to build the smartest, most differentiated AI agents on top of the leading LLMs.”
Following the acquisition, LiveRamp will continue to be led by CEO Scott Howe, who will report directly to Publicis Groupe’s Sadoun.
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