Publicis acquires Lotame to supercharge data operations

Publicis Groupe has struck a major deal to acquire independent global data, identity and technology specialist Lotame and plans to combine it with Epsilon and drive the group’s data-driven operations, providing a major shot in the arm for its AI strategy.

Founded in 2006, Lotame has raised $61.7m in total funding and operates one of the largest end-to-end data marketplaces in the world, spanning 109 countries. Its proprietary identity solution delivers addressable audiences built on 100+ data sources and activated through more than 1.6 billion IDs, for over 4,000 of the world’s leading brands and publishers to leverage at scale.

In 2024, Lotame’s revenue reached $125.2m, up from $86.5m in 2023, $70m in 2021, and $54m in 2019.

It is claimed that the combined data and identity assets of Lotame and Publicis Groupe’s 2.3 billion global profiles will enable clients to reach 91% of adult Internet users with personalised messaging at scale with even greater accuracy.

Crucially, together Epsilon and Lotame will boost identity-driven marketing across the Publicis client base.

The combination will expand the group’s unique profiles to almost 4 billion, extending global coverage to more than 90% of consumers worldwide. It is claimed that this scale, combined with breadth and depth of data, will allow marketers to find and activate against the right audiences with even greater accuracy, to engage their consumers in more relevant and meaningful ways.

Meanwhile, Lotame’s 19 years of data expertise and innovation, coupled with its team of experts across data and identity, will power global and local-market product development, supported by dedicated engineering, partnerships, and operations specialists.

Lotame will drive APAC and EMEA expansion of Epsilon, continuing to work with publishers, data partners, and brands across the regions. Lotame’s identity solution brings interoperability and data connectivity to digital marketers across the world.

Led by founder and CEO Andy Monfried, Lotame will be positioned as part of Epsilon, accessible to all Publicis clients and teams to enhance their ability to deliver personalised marketing services at scale.

Publicis Groupe chairman and CEO Arthur Sadoun (pictured) commented: “In the age of AI, the name of the game is connect or die. By connecting Lotame to Epsilon, we’re reinforcing our industry-leading identity graph, giving clients the unique competitive advantage of seeing and engaging with 91% of all adults who use the Internet, safely and transparently.

“By connecting that best-in-class identity to our clients’ data thanks to AI, and leveraging it across their marketing spectrum, from their PESO media ecosystem to content production, all in their owned environments, we are truly delivering measurable outcomes for their business.

“It’s how we are making CoreAI a reality, and how we’ve built a category of one for Publicis that means today we are the world’s largest advertising group, leading the industry on every KPI.

“As we continue to invest in the products, services and talent that drive differentiation and growth for our clients, I couldn’t be happier to welcome Andy and the outstanding teams at Lotame on board.”

Lotame CEO Andy Monfried added: “We have a rich history of innovation, building out our global data marketplace and scaling our identity solution to become among the most trusted and adopted in the industry. We are beyond thrilled to join Publicis Groupe, who shares our commitment to industry interoperability, connectivity, and privacy. Together with Epsilon, we look forward to delivering the next chapter of connected identity for Publicis.”

This acquisition remains subject to customary conditions to closing and is expected to close early in the second quarter of 2025.