Publicis Groupe’s strategic rationale for acquiring LiveRamp for $2.1767 billion appears to center on accelerating its shift toward data-driven, higher-margin, “principal” operating models while tightening control over identity, addressability and closed-loop measurement.
It’s a deal that’s also likely to have a downstream impact for LiveRamp’s relationships with rival holding companies, especially as its former parent company, Acxiom – the pair separated as part of Acxiom’s $2.3 billion sale to IPG – integrates into the largest holding company of them all, Omnicom.
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