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Publicis Group announces the acquisition of Lockingspecialist in data identification and management solutions, to integrate it into Epsilon. This operation brings its identifier base to Nearly 4 billion profilesallowingsend 91 % of adult internet users Through personalized large -scale campaigns.
By consolidating its data infrastructure, Publicis takes an important step towards a Data collaboration Platform open, allowing brands to use their data without depending on Walled Gardens of Google and Meta. This acquisition Reinforces its positioning in Marketing Cookieless and Privacy-STby offering an interoperable alternative to the closed models of Gafam.
With this acquisition, Publicis competes in audiences with digital giants :: Meta claims 3.35 billion users,, Youtube (Google) 2.5 billionAnd X (ex-owner) 600 million.
Under the direction ofAndy Monfried,, Locking will also accelerate the development ofEpsilon in Asia-Pacific, Europe, Middle East and Africa. The operation, still subject to the closing conditions, should be finalized in Second quarter 2025.
