https://www.cnbc.com/2019/04/15/publicis-4point4-billion-acquisition-of-epsilon-analysts-skeptical.html

Analysts are skeptical about Publicis Groupe's plans to buy data marketing firm Epsilon for $4.4 billion, noting past integration struggles and a questionable strategic fit.

Publicis Groupe, one of the world's largest ad holding companies, contains agencies including Starcom, Leo Burnett and Digitas. The advertising world is grappling with the huge growth of digital advertising and the emergence of Facebook and Google, which collect huge amounts of detailed data about users and use it to target ads. Publicis hopes this deal will help its clients make sense of the data they already have on their customers, and use it to better understand what customers might do next and see how well their ads are working.