Will the $4.4 Billion Epsilon Acquisition Create New Data Challenges for Publicis?

Analysts debate what the group bought, exactly

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It’s the second biggest deal in the history of advertising, behind only Dentsu’s $5 billion acquisition of Aegis Group in 2012.

But what did Publicis Groupe really get when buying Epsilon earlier this month? What sort of value will this bring to clients, and how does it change the positioning of the “Big Six” holding companies? On a more basic level, will it add new dimensions to an already complex business model?

Publicis CEO Arthur Sadoun told Adweek that the purpose of the acquisition was to “boost our creative product.”

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