Publicis Media purchases Epsilon as advertising agencies move to more data-driven technology
The online age has proved challenging for them. Their relationship with Facebook and Google, which together account for about half of all online ad spending, is one of uneasy dependence. Many makers of fast-moving consumer goods, traditionally some of their biggest clients, have brought more marketing in-house. Big consultancies have invested in creative capacities. Earlier this month Accenture said it would buy Droga5, a revered independent agency.
Publicis now says that Epsilon, which it is buying from a company called Alliance Data, will help it “deliver personalised experiences at scale”. In announcing the deal, Publicis boasted that Epsilon employs some 3,700 data scientists. They have been busy; Epsilon has profiled 250m consumers using more than 7,000 traits. Its net revenues last year totalled $1.9bn.paid $2.3bn for Acxiom, a data business that it, too, claimed would create “personalised brand experiences”.
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