Publicis to Buy Epsilon from Alliance Data
Alliance Data’s Epsillon Business has agreed to be sold for over $4 billion to Publicis. Alliance Data Systems Corporation is a publicly traded provider of loyalty and marketing services, such as private label credit cards, coalition loyalty programs, and direct marketing, derived from the capture and analysis of transaction-rich data.
The war for access to consumer data just escalated. Consumer data has become increasingly valuable to fuel digital ad targeting and attribution. Publicis owns agencies such as Saatchi & Saatchi, Leo Burnett and Publicis Media and is one of the world’s largest digital ad agencies. CardLinx member Dentsu is a top 5 global competitor to Publicis.
The rapid pace of consolidation continues in digital advertising, payments and retailing. The fuel for this consolidation wave is access to consumer data. Customer information helps marketers and agencies craft relevant ads for consumers, target those messages at the right people and measure their effectiveness. The largest players crave more data and are willing to deploy cash piles to acquire it as this deal demonstrates. The companies that have access to data will prosper. Those that don’t, will not.
Learn more about the key forces that drove this deal at CardLinx Europe on March 14th – Register now