French advertising company Publicis Acquired AI data platform LiveRamp.
The $2.2 billion deal aims to make Publicis “a leader in data co-creation, a critical capability in the age of artificial intelligence and an enabler of effective business transformation,” the companies said on Sunday (May 17). press release.
As the release noted, LiveRamp is a global data collaboration platform that allows companies to “unify, manage and activate” data across the digital space, connecting more than 25,000 publisher domains and more than 500 technology and data partners in 14 markets. It also allows brands, retailers, media platforms and data providers to collaborate and communicate data securely and efficiently.
A a report Written by The Wall Street Journal (WSJ) about the deal that described the acquisition as Publicis trying to capitalize on growing demand from companies that want to transform their businesses by deploying artificial intelligence agents that can complete tasks autonomously.
“We didn’t need LiveRamp to win in marketing,” Publicis CEO and Chairman said Arthur Sadoun He told the Wall Street Journal. “Where LiveRamp plus Publicis will make a difference is in the agent space, it’s in this new market where there are huge opportunities because there’s a huge barrier created by data.”
The report added that LiveRamp allows companies in various industries to scan data across different sources and turn it into actionable data assets.
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“There is no way you can win with agents if you don’t have the right and outstanding data,” Al-Saadoun said. “For agents to be competitive and work, they must operate on good data, data that is unique, actionable and connected.”
In other AI news, PYMNTS wrote Monday about the use of the technology in the world of banking, below fiserv Launching AgentOS, an operating system that enables financial institutions Deploy and manage an AI agentAcross core banking, payments and services workflows.
This report added that the infrastructure here is “Move faster than the rules” with Exchange of financial data Launching an initiative focused on what happens when AI agents handle consumers’ financial data autonomously.
“The problem you’re trying to solve is a structural problem. When a consumer links a bank account to a third-party app, consent is visible and intentional,” PYMNTS added.
“When a I have an agent It does the same on behalf of the consumer, and the questions multiply: who authorized the agent, what data does it have access to, how is that permission tracked and who is responsible when something goes wrong. The standards governing consumer financial data sharing today were not written for this scenario.
