Mumbai: Publicis Groupe has announced that it has entered into an agreement to acquire Lotame, an independent identity solution, as part of an update to its AI strategy presented by Arthur Sadoun.
Lotame is a global leader in data, identity, and technology, known for housing one of the largest end-to-end data marketplaces in the world, operating across 109 countries. Its proprietary identity solution provides consistent, relevant, and addressable audiences by leveraging over 100 data sources and activating more than 1.6 billion IDs. This solution is used by over 4,000 leading brands and publishers worldwide for large-scale, precise data activation.
The combined data and identity assets of Lotame and Publicis Groupe’s 2.3 billion global profiles will enable clients to reach 91% of adult internet users with personalized messaging at scale, with even greater accuracy. The integration of Epsilon and Lotame will solidify Publicis Groupe’s leadership in identity-driven marketing, offering clients the following key advantages:
Expanded Global Identity: The combined profile portfolio of Epsilon and Lotame will grow to nearly 4 billion unique profiles, extending global coverage to more than 90% of consumers worldwide. This enhanced scale, coupled with unmatched breadth and depth of data, enables marketers to engage their audiences with even greater precision, delivering more relevant and meaningful interactions.
Talent and Expertise: Lotame’s 19 years of experience in data and identity solutions, along with its team of experts across various domains, will drive product development globally and locally. The integration will benefit from dedicated engineering, partnerships, and operations specialists.
Regional Product Focus: Lotame will continue expanding Epsilon’s presence in the APAC and EMEA regions, working closely with publishers, data partners, and brands. Lotame’s identity solution will enhance interoperability and data connectivity for digital marketers across these regions.
Lotame, led by Founder and CEO Andy Monfried, will be integrated into Epsilon, making it accessible to all Publicis clients and teams to enhance their ability to deliver personalized marketing services at scale.
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, said, “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.”
The acquisition is subject to customary closing conditions and is expected to be finalized in the second quarter of 2025.
