https://www.cnbc.com/2019/04/14/publicis-to-buy-epsilon-for-4point4-billion.html

French ad holding company Publicis said Sunday it would pay about $4.4 billion for marketing services company Epsilon to give it a leg up in digital marketing and to help clients better personalize their advertising.

The deal with Alliance Data Systems Corporation will entail Publicis acquiring its Epsilon business for a net purchase price of $3.95 billion after a tax step-up, with a total cash consideration of $4.4 billion. Publicis will form a strategic partnership with Alliance Data's remaining business.