Publicis Group has entered into an agreement to acquire Alliance Data’s Epsilon and Conversant to help advertisers manage and use first-party data.
Consultants and analysts said that the move is the latest example of agencies beefing up data capabilities, similar to Interpublic Group’s $2.3 billion acquisition of Acxiom Marketing Services last year.
They cautioned that such big acquisitions can be hard for holding companies to integrate into a network of agencies, and it’s not clear how Publicis will differentiate itself.
Publicis is also inching on the turf of marketing clouds like Adobe and Salesforce that are positioning themselves to be ‘one-stop shops’ for brands.
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French advertising holding company Publicis Group on Sunday said that it plans to acquire Alliance Data’s Epsilon for $4.4 billion, making it the company’s largest acquisition to date. And the move is already sending ripples through the industry.
Under the pending deal, Publicis’ agencies — which include Starcom, SapientRazorfish and BBH — will gain access to Epsilon’s database of 250 million US consumers. Epsilon helps marketers collect and manage first-party data like CRM stats pulled from email and loyalty programs. The firm also layers third-party data like transactional and behavioral stats on top …read more
Source:: Businessinsider – Technology