Publicis Groupe Agrees To Acquire Epsilon For $4.4 Billion

Publicis Groupe has struck a deal to acquire data-driven marketing agency Epsilon for $4.4 billion.

Epsilon is a major player in people-based precision marketing in North America, with approximately 9,000 employees, including 3,700 data scientists and 2,000 Bangalore-based technology delivery members. Last year the company generated $1.9 billion of net revenue, 97% in the U.S.

With Epsilon at the core, Publicis claims it will now become the first player to offer a “unique end-to-end service” that will result in enhanced growth of its existing businesses while opening up new opportunities.

This will happen in primarily three categories, according to the company. On the creative side, Epsilon assets will enable the Groupe to further adapt real-time context with customers. On the media side, the connection between Epsilon’s data sets and Publicis Media’s touchpoints will build consumer IDs, segment audiences and maximize media-buying ROI by more accurately measuring and optimizing campaigns in real-time.
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