Publicis to acquire Lotame

Publicis Groupe has entered into an agreement to acquire Lotame, the world's leading independent identity solution. The announcement came on March 6, 2025, just three days ago, as part of an update on Publicis' AI strategy.

Lotame, headquartered in Columbia, Maryland, has built its reputation as a global leader in data, identity, and technology over its 19-year history. The company operates one of the largest end-to-end data marketplaces in the world, spanning 109 countries. This acquisition represents a significant enhancement to Publicis' data capabilities as the marketing landscape continues to evolve.

The acquisition strategically positions Publicis to address growing challenges in data connectivity and addressability. According to the announcement, 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 personalized messaging at scale.

"In the age of AI, the name of the game is connect or die," said Arthur Sadoun, Chairman and CEO of Publicis Groupe. "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."

This move comes at a time when Publicis has established itself as the world's largest advertising group. The February 4, 2025 financial results showed very strong Q4 performance with 6.3% growth, cementing its position at the top of the industry.

Lotame's proprietary identity solution delivers consistent and relevant addressable audiences built on more than 100 data sources and activated through more than 1.6 billion IDs. Over 4,000 of the world's leading brands and publishers currently leverage these capabilities at scale.

The integration of Lotame with Publicis' existing data infrastructure will focus on three key areas:

1. Expanded Global Identity: The combined footprint will extend global coverage to more than 90% of consumers worldwide, allowing marketers to find and activate against the right audiences with greater accuracy.
2. Talent and Expertise: Lotame's team of experts across data and identity will power global and local-market product development, supported by dedicated engineering, partnerships, and operations specialists.
3. Regional Product Focus: Lotame will drive Asia-Pacific and EMEA expansion of Epsilon, continuing work with publishers, data partners, and brands across regions. The identity solution brings critical interoperability and data connectivity to digital marketers.

Founded in 2006, Lotame has developed expertise in audience data, marketing, data management, technology, and identity solutions. The company employs between 51-200 employees and serves clients across multiple continents with offices in seven locations worldwide, including Mumbai.

Lotame describes itself as "a technology company that makes data smarter, faster, and easier to use for digital marketers." Its end-to-end data collaboration platform, called Spherical, empowers marketers, agencies, and media owners to onboard, access, analyze, and activate data to better understand and engage consumers.

The company has received numerous industry recognitions, including being named to the Most Innovative Companies in Marketing Technology lists and earning G2 Top Leader status for nine consecutive quarters between 2022-2023.

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 personalized marketing services at scale.

"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," said Andy Monfried. "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."

Lotame has been particularly active in developing solutions for the advertising industry's transition away from third-party cookies. In October 2020, the company unveiled Panorama ID, described as "the first global cookieless identity solution for a privacy-first open web."

The solution has gained significant traction across the industry. In July 2022, a study showed that Lotame Panorama ID yielded an 83% higher viewability rate for a major brand campaign. Similarly, in November 2022, Lotame's Panorama ID demonstrated a 76% increase in viewable impressions across devices for the Chamber of Commerce of Bogota.

Google integrated with Lotame's Panorama ID in May 2022, providing further validation of the company's approach to data-rich addressability. This integration came at a time when the digital advertising ecosystem was preparing for significant changes in how user data is collected and utilized.

The acquisition occurs amid growing concerns about data privacy and the impending deprecation of third-party cookies. In November 2021, a study revealed that nearly half of U.S. publishers feared revenue loss from cookie deprecation could lead to a reduced workforce.

Lotame has positioned itself as a solution to these challenges. In January 2022, the company and MediaMath proved that cookieless targeting works in a first-of-its-kind campaign in Latin America.

The emphasis on interoperability and connectivity aligns with broader industry efforts to maintain effective advertising capabilities while respecting evolving privacy standards. In May 2024, Lotame participated in the creation of the first IAB Identity Solutions Guide, demonstrating its commitment to industry collaboration.

While specific financial terms of the acquisition were not disclosed in the announcement, the transaction is subject to customary conditions and is expected to close early in the second quarter of 2025.

Publicis Groupe, listed on Euronext Paris, is positioned throughout the marketing value chain, from consulting to execution, combining marketing transformation and digital business transformation. The company employs approximately 103,000 professionals across more than 100 countries.

The Groupe relies on ten areas of expertise concentrated within four main activities: Communication, Media, Data, and Technology. Through a unified organization, its clients have facilitated access to all its expertise in every market.

Timeline

• 2006: Lotame founded
• October 2020: Lotame unveils Panorama ID, the first global cookieless identity solution
• May 2022: Google integrates with Lotame's Panorama ID
• January 2023: Lotame introduces new brand identity
• February 4, 2025: Publicis announces full year 2024 results, becoming world's largest advertising group
• March 6, 2025: Publicis announces agreement to acquire Lotame
• Q2 2025: Expected closing of acquisition (pending)