Last summer, the question of what agency groups will do with data — own it, or rent it — had left Publicis on the back foot. Comments made by the holding company’s leadership post-GDPR indicated the company had no intention of owning its own data.

That was strange, considering that there is a race for “identity” underway in digital advertising that is being accelerated by privacy acts and the GDPR. That race was escalated in the agency realm when IPG acquired Acxiom Marketing Solutions last year for $2 billion, making clear it felt that first-party data ownership was a way for the agency group to shore up its business and its margins.

  • LinkedIn Icon