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‘This is a bit of a Swiss Army knife’: Ad giant Publicis is buying Epsilon for $4.4 billion as it looks to get ahead of its rivals in the data wars

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AP Photo/Francois Mori Publicis Group has entered into an agreement to acquire Alliance Data’s Epsilon and Conversant to help advertisers manage and use first-party data. Consultants and analysts said that the move is the latest example of agencies beefing up data capabilities, similar to Interpublic Group’s $2.3 billion acquisition of Acxiom Marketing Services last year. […]

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