Omnicom was already planning to cut LiveRamp loose. Publicis buying it just moved up the date.
Before the deal, the plan was to let the contract with LiveRamp run its course until the first quarter of 2028 and walk away. Publicis changed that. The acquisition is expected to close by year end, and when it does, Omnicom CEO John Wren has made clear so does his holdco’s relationship with LiveRamp.
Because Acxiom, the data business Omnicom inherited when it acquired IPG last year, has spent the last several years building its own identity solution Real ID so that it wouldn’t have to be dependent on a third party for something as fundamental as identity. The Publicis deal didn’t change that plan so much as speed it up.
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