(Reuters) – Publicis announced Thursday the acquisition of Latame, described by the French group as “the largest independent data management platform in the world”.
“Under the direction of its founder and CEO, Andy Monfried, Lotame will be integrated in Epsilon and thus accessible to all publicis customers and employees, in order to improve their expert in large -scale personalized marketing”, according to a press release.
The finalization of the acquisition, the amount of which has not been revealed, is planned for the start of the second quarter of 2025, specifies Publicis.
After the acquisition, the group will reach 4 billion profiles, according to the press release.
“By connecting Latame to Epsilon, we strengthen our IDS database (…) by giving our customers the competitive advantage to get to know better (…) 91% of adult individuals using the Internet in the world,” said Arthur Sadoun, President and CEO of Publicis.
In February, Publicis revealed its intention to devote between 800 and 900 million euros in 2025 to acquisitions in the field of technology and proprietary data.
(Written by Mara Vîlcu and Leo Marchandon, edited by Augustin Turpin)
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