Publicis Groupe’s 2.2 billion acquisition of data firm LiveRamp could help the holding company better compete in a media landscape dominated by Amazon.
Publicis gains LiveRamp’s clean room, identity graph, and data onboarding technology as well as partnerships with retailers, social platforms, brands, and data analytics firms through the acquisition. A clean room is what allows a company to share and cross reference its customer data with other companies or platforms without divulging specific personally identifiable information, letting that company get a broader picture of individual customers. This data-matching process is aimed at improving ad targeting, audience building, and sales attribution.
