Publicis Group has acquired Alliance Data's Epsilon for $4.4 billion, making it the advertising holding company's biggest acquisition to date.
"The addition of Epsilon will propel Publicis as a leader of data-driven personalized experiences at scale," the Paris-based company said in a statement outlining its biggest ever acquisition - which tops the 3.7 billion euros paid for tech consulting firm Sapient in 2014. The Epsilon purchase is"a very significant investment for a company of our size", Chief Executive Arthur Sadoun said."But we're convinced it's the right move ... in a world where data is at the heart of all decisions and the mobile phone has become our main interface."
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