0920 GMT - Publicis Groupe's $2.55 billion deal for U.S. data specialist LiveRamp looks like an attempt to replicate the impact the 2019 acquisition of Epsilon had on the French advertising group, UBS's Jo Barnet-Lamb and Ashna Gautam say in a research note. Epsilon has become a core differentiator for Publicis in data and identity, the analysts say. "LiveRamp fits within this approach, extending the group's position in data and enabling a broader AI/data collaboration offering, which is aligned with evolving client demand," they add. "The debate is likely to centre on whether LiveRamp can replicate the success of Epsilon in driving a more differentiated, higher-growth profile over time." Shares in Publicis rise 2.1%, while LiveRamp is up 27% in U.S. premarket trading. (adria.calatayud@wsj.com)

(END) Dow Jones Newswires

May 18, 2026 05:21 ET (09:21 GMT)

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