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 has spent around $1.5 billion on mergers and acquisitions over the past six months, including purchases of Influential, Mars United Commerce, and BR Media. The company has earmarked a further $800 to $900 million for M&A in 2025, prioritising first-party data, digital media, and AI-driven marketing technology.
While financial details of the Lotame deal have not been disclosed, 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.
Lotame’s 150+ employees will transition to Publicis, and the company will continue serving its existing 4,000 clients, including businesses outside Publicis’ network. This suggests that, despite the acquisition, Lotame may maintain some level of independence within its new structure.
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.
Scott Hagedorn, Publicis’ global chief solutions architect, noted that while Epsilon has strong coverage in the US and Europe, Lotame will help extend its presence in APAC and EMEA, supporting Publicis’ international growth ambitions.
