The Big Story: Stack That Cash

Stop me if you’ve heard this one: Publicis Groupe spent billions on a tech company. That déjà vu you’re feeling? Could have a little something to do with the $4.4 billion  Publicis just paid for Epsilon.

This week on “The Big Story,” the team looks at this massive acquisition on the heels of Dentsu buying Merkle and IPG buying Acxiom.

Publicis came out swinging, claiming the deal was for the first-party data, but what all does that actually mean


Aside from the first-party data expertise that Publicis inherits, the hold co also finds itself the owner of a massive ad tech stack in Conversant, which included (or once included?) the ad net ValueClick, the DSP Dotomi and the affiliate network Commission Junction. What role do those lines of business have in Publicis’ plans for Epsilon?

Also on this episode, we look at the continuing fallout from Sizmek’s bankruptcy. Specifically, we examine how it’s forcing supply-side companies to examine how and when they get payment from the buy side. Because if (or, perhaps when) another DSP goes under, no one wants to be left holding the bag.

 

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