Publicis Groupe to buy Lotame in a rare instance of agency-led ad tech consolidation

Publicis Groupe has agreed to acquire ad tech firm Lotame, expanding the holding company’s global identity and data-management capabilities.

The terms of the deal, announced today, weren’t disclosed. However, the company said it’s invested more than $1.5 billion in acquisitions over the past six months. The efforts are part of a broader push to build out Publicis Groupe’s Core AI platform, which launched early last year, alongside updates for the Paris-based company’s major AI investments.

The purchase also marks a significant expansion of its global identity and data capabilities, especially in APAC and Europe, where its new acquisition has a strong presence.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.