Publicis Groupe Acquires Lotame to Strengthen Epsilon’s Data Capabilities

Publicis Groupe has announced the acquisition of data company Lotame, with plans to integrate it into Epsilon, the group’s data and technology platform. The deal, revealed on Thursday, is expected to expand Publicis’ data capabilities and global reach.

Lotame, founded in 2006, provides identity-based data solutions and management tools, working across 109 countries. With the decline of third-party cookies, its proprietary identity system has proven useful, generating 1.6 billion unique IDs, serving clients such as PepsiCo and Carat. Publicis says incorporating Lotame into Epsilon will allow it to reach 91% of adult internet users worldwide and access 4 billion customer profiles.

Publicis CEO Arthur Sadoun said the acquisition aligns with the group’s long-term strategy to strengthen its first-party data stack. He also confirmed that Lotame will operate under the Epsilon umbrella but may retain its branding in some regions, such as APAC.

The purchase also bolsters Publicis’ CoreAI, an artificial intelligence-driven operating system designed to assist with media planning, creative execution, and data analysis. While Lotame itself is not an AI company, its data assets will feed into CoreAI, which Publicis launched in 2024 with a $320 million investment.

What This Means for Irish Advertisers:

With Epsilon now entering the Irish market, advertisers will be looking forward to leverage the data to provide more effective campaigns. At the moment, Epsilon has access to 2.2M IDs in the Irish market which means there is a chance to get them implemented for Core clients in the future.

https://hellopartner.com/2025/03/07/publicis-acquires-lotame-to-reach-billions-of-customers/