Publicis Groupe has made known its intention to acquire LiveRamp in a cash transaction worth about $2.2 billion, thus further expanding their offerings in AI and data-based marketing. By acquiring LiveRamp, the organization will be able to facilitate “data co-creation” between their existing AI ecosystem and the platform provided by LiveRamp, which facilitates identity resolution and data collaboration. This will allow brands to create more intelligent AI agents through the use of advanced data. At the moment, LiveRamp provides connectivity across more than 25,000 publishing domains and about 500 technology/data partners worldwide.
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Publicis stated that the acquisition would allow them to provide proprietary datasets along with AI-enabled marketing insights for a variety of industry sectors including retail, financial services, healthcare, and media. This follows Publicis’s existing strategy in which it has made substantial investments in building out its data capability through previous acquisitions of Epsilon and Lotame. This has been seen by analysts in the industry as further indication that the major players in advertising and marketing are adapting their strategies in the face of declining third-party cookies to revolve around first party data, AI automation, and identity.