• by Steve McClellan  @mp_mcclellan, April 1, 2019

Publicis Groupe confirmed Monday it is “studying a potential acquisition” of data-driven marketing agency Epsilon. A sale could fetch around $5 billion, according to Bloomberg.

Bloomberg reported Friday the Paris-based ad holding company has submitted a bid for Epsilon, part of Alliance Data Systems, which is headquartered in the Dallas area. The financial news service also reported that Epsilon has attracted a joint offer from Advent International and Goldman Sachs.  

In its statement today, Publicis added: “The Group’s governing bodies feel an obligation to study any possibility to strengthen its position, thanks to assets that could fit the Group’s strategy and bring an enhanced service to the Group’s clients, while reinforcing its competitiveness for the future.”

But the group also cautioned that while discussions are ongoing, a deal may or may not happen.

Epsilon is a big player in people-based precision marketing in North America, a marketing approach that has increasing gained traction in recent years. I

t spurred Interpublic’s acquisition last year of Acxiom Marketing Systems, and the Dentsu Aegis acquisition of Merkle in 2016.