With the acquisition of this online marketing platform, the giant Publicis intends to offer a unique offer on the advertising market.
Advertising giant Publicis announced Tuesday the acquisition of Profitero, a specialized technology platform that allows brands to increase their sales and profitability on e-commerce sites. The amount of the operation, which has not been officially disclosed, amounts to 200 million euros, according to a source familiar with the matter. This is the largest acquisition made by Publicis since that of Epsilon (estimated at 4.4 billion dollars) in 2019, or that of Sapient (3.7 billion dollars) in 2014. Last summer , Publicis also paid nearly 100 million euros to buy CitrusAd, an Australian technology platform that also specializes in advertising on e-commerce sites, a booming segment.
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Founded in 2010, Profitero, which has around 300 employees, provides more than 4,000 brands in 50 countries with information every day.directly usable» and visibility on 70 million products sold online on more than 700 e-commerce sites. “With the acquisition of Profitero, we are now uniquely positioned to provide our clients with the four areas of expertise they need to capture a significant portion of the exponential growth in e-commerce.“, indicated in a press release the boss of Publicis, Arthur Sadoun, citing in particular “the best knowledge of their consumers and their buying habits” where the “accurate information to optimize the presence of their products online“. For the 2022 financial year, Publicis said it had planned a budget line devoted to its external growth operations, which will be between 400 and 600 million euros.