Publicis Groupe to Acquire Lotame, Strengthening its Leadership in Identity-Driven Marketing

Publicis Groupe has announced a definitive agreement to acquire Lotame, a global leader in identity and data solutions. This acquisition aligns with Publicis’ ongoing AI strategy, as presented by Chairman and CEO Arthur Sadoun.

Lotame is recognized as one of the most prominent independent providers of identity solutions, operating in 109 countries. The company’s proprietary data marketplace enables precise audience targeting, leveraging over 100 data sources and more than 1.6 billion unique IDs. Its technology empowers over 4,000 leading global brands and publishers with scalable and privacy-conscious data-driven marketing solutions.

With this acquisition, Publicis Groupe will integrate Lotame’s data and identity assets into its existing ecosystem, which already includes 2.3 billion global profiles. This move enhances Publicis’ ability to reach 91% of adult internet users with highly personalized messaging, reinforcing its leadership in identity-driven marketing. The integration of Lotame with Epsilon will provide Publicis clients with:

• Expanded Global Identity: The combined data sets will increase Publicis Groupe’s unique profiles to nearly 4 billion, covering over 90% of global consumers. This unmatched scale will allow marketers to identify, target, and engage audiences with even greater precision and relevance.
• Enhanced Talent and Expertise: Lotame brings nearly two decades of expertise in data and identity innovation. Its team of specialists across data engineering, partnerships, and operations will contribute to the continued advancement of Publicis’ global and regional product development efforts.
• Strengthened Regional Presence: Lotame will play a pivotal role in expanding Epsilon’s footprint across the APAC and EMEA regions. By continuing to collaborate with publishers, data partners, and brands, Lotame will enhance digital marketers’ ability to connect data seamlessly and ensure interoperability across diverse ecosystems.

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Following the acquisition, Lotame will operate as part of Epsilon, making its solutions accessible to all Publicis Groupe clients. Andy Monfried, Founder and CEO of Lotame, will continue to lead the company under this new structure.

Arthur Sadoun, Chairman and CEO of Publicis Groupe, commented:

“In the age of AI, the name of the game is connect or die.

By connecting Lotame to Epsilon, we’re reinforcing our industry-leading identity graph, giving clients the unique competitive advantage of seeing and engaging with 91% of all adults who use the internet, safely and transparently.

By connecting that best-in-class identity to our clients’ data thanks to AI, and leveraging it across their marketing spectrum, from their PESO media ecosystem to content production, all in their owned environments, we are truly delivering measurable outcomes for their business.

It’s how we are making CoreAI a reality, and how we’ve built a category of one for Publicis that means today we are the world’s largest advertising group, leading the industry on every KPI.

As we continue to invest in the products, services, and talent that drive differentiation and growth for our clients, I couldn’t be happier to welcome Andy and the outstanding teams at Lotame on board.”

Andy Monfried, CEO of Lotame, added:

“We have a rich history of innovation, building out our global data marketplace and scaling our identity solution to become among the most trusted and adopted in the industry. We are beyond thrilled to join Publicis Groupe, who shares our commitment to industry interoperability, connectivity, and privacy. Together with Epsilon, we look forward to delivering the next chapter of connected identity for Publicis.”

This acquisition further reinforces Publicis Groupe’s commitment to innovation, data-driven marketing, and delivering best-in-class solutions for clients worldwide.