The giant ad firm Publicis Groupe revealed today that it has completed its acquisition of Epsilon from Alliance Data Corp., MediaPost reports. The purchase of the data-driven and precision-marketing company is reportedly valued at $4 billion.
“Publicis said its PeopleCloud data platform would be folded into Epsilon, which will continue to be led by its current CEO Bryan Kennedy, who will report to holding company chief Arthur Sadoun,” MediaPost reports. “Epsilon’s affiliate-marketing platform CJ Affililate will be aligned with Publicis Media. Some of the acquired company’s creative agencies will be organized under the Publicis Communications umbrella.”
The report notes that integration plans are well under way.
“Publicis Groupe clients in the U.S. will have immediate access to Epsilon services and international access will roll out in the following months,” MediaPost adds.