Publicis Groupe has completed its acquisition of data collaboration platform LiveRamp, combining its capabilities with Epsilon’s identity technology to develop what it describes as an industry-first, plug-and-play AI growth engine for clients.

The integrated platform aims to help businesses connect and enrich their first-party data, activate campaigns across media platforms, personalise content and measure business outcomes. It will also enable clients to retain ownership and control of their data, artificial intelligence (AI)-generated intelligence and intellectual property.

The acquisition marks a strategic expansion for the French advertising group beyond traditional advertising and marketing services into agentic business transformation, creating opportunities in a broader technology-driven market.

The AI growth engine will be integrated with Publicis Groupe’s wider ecosystem, including Publicis Sapient’s technology transformation services, Marcel’s agentic activation layer, and the group’s creative, media, influencer and commerce capabilities.

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A central feature of the offering is its focus on data ownership and flexibility. Publicis said clients will not be locked into a particular technology platform or ecosystem, allowing them to select their preferred technology and partners while keeping their data within their own environments.

Publicis Groupe Chairman and CEO Arthur Sadoun said businesses are increasingly required to deliver immediate growth while simultaneously rebuilding their technology infrastructure for an AI-driven future.

He said the combined offering brings together the speed and simplicity of a plug-and-play solution with the ownership and control businesses need over their data and technology.

LiveRamp CEO Scott Howe said joining Publicis would strengthen the company's ability to provide clients with the infrastructure needed to scale agentic marketing while maintaining control over their data.

The acquisition reinforces Publicis Groupe’s strategy of combining data, identity, technology and AI to support business growth, positioning the group to play a broader role in clients’ digital transformation and AI adoption.