Making Sense of the 5 Major Holding Companies’ Data Offerings

Adweek spoke with all of them, and here's what marketers need to know

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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. 




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This story first appeared in the Sept. 30, 2019, issue of Adweek magazine. Click here to subscribe.