The news: Publicis Groupe has acquired Lotame, a data-management company specializing in identity-based solutions, to expand its first-party data and AI capabilities. The deal, announced Thursday, will see Lotame integrated into Epsilon, Publicis' data powerhouse, within the next three months. Lotame’s data assets will improve Epsilon’s first-party tagging system, aiding publishers in navigating cookie deprecation.

• The acquisition gives Publicis access to 4 billion unique customer profiles, covering 91% of adult internet users globally.
• Lotame’s proprietary identity tools—which have generated 1.6 billion IDs across 109 countries—will enhance Epsilon’s audience graph.