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This morning, Publicis Groupe announced that it has agreed to acquire data intelligence company Epsilon for an estimated $4.4 billion.
The news marks the largest deal in the holding group’s 93-year history, confirming earlier reports as well as Publicis’ own April 1 statement regarding talks with Epsilon parent company Alliance Data Systems Corporation.
It also provides yet another example of the advertising industry’s increasing reliance on consumer data, most recently illustrated by rival IPG’s decision to buy database marketing firm Acxiom for $2.3
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