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If recent high-profile acquisitions are any indication, the ad industry is in the midst of a veritable data gold rush, and first-party data assets are the means for staking your claim.
In April, Publicis bought Epsilon for $4.4 billion, less than a year after IPG agreed to purchase Acxiom for $2.3 billion. And in 2016, IPG rival Dentsu Aegis Network spent $1 billion on a majority stake in Merkle, a performance marketing outfit with expertise in digital, search and customer-relationship-management data services.