Publicis Acquires Lotame

Publicis Groupe has announced its intent to acquire Lotame, a global data solutions provider, in a move aimed at enhancing its data-driven marketing capabilities, particularly in the pharmaceutical and health media sectors. The acquisition, which is subject to regulatory approval, is expected to expand Publicis’ reach in identity-based marketing and improve personalization efforts across healthcare and pharmaceutical advertising.

Lotame specializes in global identity and data solutions, operating in 109 countries and leveraging over 1.6 billion identity profiles sourced from 100+ data providers. By integrating Lotame’s technology with Epsilon, Publicis Groupe is seeking to improve its ability to connect with healthcare professionals (HCPs) and patients, offering more precise and relevant engagement opportunities. The company suggests that this integration could allow its clients to reach approximately 91% of adult internet users worldwide.

Publicis Groupe has stated that this acquisition is part of its broader strategy to enhance its AI-driven personalization capabilities. Through its CoreAI technology, the company aims to support pharmaceutical brands in accelerating the launch of new therapies and optimizing engagement with both HCPs and patients.

Lotame will operate as part of Epsilon and it’s expertise in data connectivity and privacy is expected to play a key role in expanding Publicis’ capabilities in regulated health communications.

The acquisition is anticipated to close in the second quarter of 2025, pending regulatory approvals and customary closing conditions.