Publicis Media expands performance marketing capabilities with Dysrupt acquisition

In a significant move to enhance its performance marketing capabilities, Publicis Media U.S. has acquired Los Angeles-based digital marketing agency Dysrupt. While financial terms of the deal remain undisclosed, this strategic acquisition underscores Publicis Media’s commitment to innovation, privacy-focused solutions, and delivering measurable results for clients. Dysrupt, co-founded by Jarod Haness and Nate Lorenzen in 2019, has earned a strong reputation for its expertise in e-commerce, entertainment, fintech, health and wellness, and subscription-based industries.

Central to the acquisition is Dysrupt’s proprietary Impact Advertising System (IAS), a comprehensive media solution suite designed to optimize media buying, creative performance, and measurement methodologies. IAS includes advanced features such as cookieless measurement technologies, which have become critical as the advertising landscape pivots away from third-party cookies. The suite also incorporates tools to improve creative outcomes, including generative AI-powered advertising capabilities. The integration of IAS will provide Publicis Media’s U.S. clients with enhanced full-service advertising solutions.

As part of the acquisition, Dysrupt’s leadership team, including CEO Peter Muzzonigro, Chief Revenue Officer Jarod Haness, and Chief Operating Officer Nate Lorenzen, will join Publicis Media and report directly to U.S. CEO Chris Boothe. Boothe expressed enthusiasm about the acquisition, emphasizing Dysrupt’s ability to disrupt traditional marketing strategies and drive superior outcomes for clients. “Their best-in-class performance capabilities will supercharge Publicis Media’s agencies and teams,” Boothe noted.

Dysrupt’s innovative approach to marketing has made it a trusted partner for renowned brands, including GameStop, Ancestry, and Kenra Professional. The agency’s focus on delivering impactful advertising solutions is well-aligned with Publicis Media’s mission to stay at the forefront of industry innovation. Recent wins for Publicis Media, such as securing media accounts for The Hershey Company in the U.S. and The Lego Group globally, further highlight its market strength and expansion ambitions.

The acquisition of Dysrupt adds to Publicis Groupe’s impressive streak of strategic investments, which recently included the purchase of Influential, the largest influencer marketing firm, and commerce marketing specialist Mars United Commerce. With the integration of Dysrupt, Publicis Media continues to position itself as a leader in performance marketing, offering clients innovative and effective solutions to navigate the ever-evolving digital landscape.