Publicis to acquire data firm Lotame in major expansion of AI strategy

Publicis Groupe has announced plans to acquire Lotame, an independent data and identity solutions provider, in a move that reinforces its AI-driven marketing capabilities. The acquisition, which remains subject to regulatory approvals, is expected to be finalized by early Q2 2025.

Lotame, which operates across 109 countries, specializes in data-driven audience solutions, leveraging over 1.6 billion IDs from more than 100 data sources. The company’s technology is widely used by brands and publishers seeking to refine audience targeting and improve marketing performance. Publicis intends to integrate Lotame’s expertise within its Epsilon division, further strengthening its position in identity-based marketing.

By merging Lotame’s data assets with Publicis Groupe’s own 2.3 billion global profiles, the company projects an expanded reach of approximately 91% of all adult internet users worldwide. This integration is expected to enhance the precision of targeted advertising, reinforcing Publicis’ commitment to AI-powered personalization at scale.

The acquisition also highlights Publicis’ strategic push into key international markets. Lotame’s existing footprint in Asia-Pacific (APAC) and Europe, the Middle East, and Africa (EMEA) is expected to accelerate Epsilon’s expansion in these regions. Additionally, Lotame’s expertise in data interoperability and identity resolution will provide Publicis with advanced tools for connecting consumer data across multiple digital ecosystems.

Lotame will continue to operate under the leadership of its founder and CEO, Andy Monfried, within the Epsilon framework. Monfried expressed optimism about the acquisition, citing shared values in data privacy, connectivity, and industry interoperability as key factors in the decision to join Publicis Groupe.

Arthur Sadoun, Chairman and CEO of Publicis Groupe, described the acquisition as a crucial step in the company’s AI transformation strategy. He emphasized the importance of scalable identity solutions in modern marketing, stating that integrating Lotame’s technology with Publicis’ AI capabilities will offer clients a competitive edge in audience engagement and data-driven decision-making.

The financial terms of the deal were not disclosed. Publicis Groupe’s expansion through acquisitions in recent years reflects its strategy of consolidating data and AI-driven marketing tools to maintain leadership in the advertising and media sectors. As the industry continues to prioritize first-party data solutions in response to evolving privacy regulations, the integration of Lotame is expected to bolster Publicis’ ability to deliver targeted and measurable marketing outcomes.

This marks the company’s third acquisition, following its purchase of Dysrupt in January and BR Media Group in February.