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FTC Approves Publicis' $2.2 Billion LiveRamp Deal With ‘Neutrality’ Conditions
The order requires Publicis to keep LiveRamp neutral for five years and adds audits, firewalls and mediation to protect rivals in digital advertising.
- On Monday, the Federal Trade Commission cleared Publicis Groupe SA's $2.2 billion acquisition of LiveRamp Holdings Inc., requiring five years of "neutral and nondiscriminatory access" to the data platform's services for competitors.
- The FTC alleged the merger could weaken competition in media and audience data services, fearing Publicis would gain "the ability and incentive" to favor its own agencies or access "competitively sensitive data" from rival clients.
- Under the consent order, Publicis must build firewalls to prevent access to competitor customer data and submit to independent audits every six months for two years, followed by annual reviews for three additional years.
- Industry competitors are distancing themselves from the deal, with WPP and Omnicom indicating they are reducing or ending their use of LiveRamp, even as the commission voted 2-0 to accept the agreement.
- Publicis expects 7% to 8% net revenue growth by 2027 with the integration, though the investment faces pressure as Apple blocks identity tools like LiveRamp in Safari, limiting the platform's reach on iPhones.
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FTC clears Publicis’ LiveRamp deal with five years of equal access
The US Federal Trade Commission will let Publicis Groupe buy LiveRamp for $2.2bn, but only if the data company keeps serving the agency’s rivals on equal terms. The proposed consent order, announced on Monday, binds both companies for five years. Publicis must give every LiveRamp customer “non-discriminatory access and support on fair and reasonable terms”. […] This story continues at The Next Web
·Amsterdam, Netherlands (Kingdom of the)
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Ad Giant Promises Separate Data Access In FTC Merger Deal
France's Publicis Groupe SA must guarantee five years of access to "standalone" products of data collaboration platform LiveRamp Holdings Inc. under a Federal Trade Commission settlement Monday clearing the advertising buying giant's $2.2 billion purchase.
·New York, United States
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Total News Sources12
Leaning Left1Leaning Right1Center5Last UpdatedBias Distribution72% Center
Bias Distribution
- 72% of the sources are Center
72% Center
14%
C 72%
14%
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