• by Larissa Faw , March 16, 2021

Publicis Groupe’s Epsilon is building on its partnership with Verizon to add Verizon Media DSP to Epsilon’s capabilities in consumer identity. Epsilon’s CORE ID network touts more than 160 million audience tracking details across multifaceted channels, including retail and OOH.

This new agreement is designed to be mutually beneficial to both brands.

Epsilon is able to immediately add millions of new data points into its network to further reach people across channels including connected TV, digital and out-of-home. The Groupe claims Epsilon’s data has been “validated to have 96% accuracy” with few inaccurate metrics.

At the same time, Verizon expands its abilities beyond its own programmatic buys since the integration allows Publicis and Epsilon clients to activate audiences through the Verizon DSP after they’ve been built in Epsilon PeopleCloud. Verizon will continue to work with outside partners, including other holding companies.

Epsilon has partnered with Yahoo, now part of Verizon Media, since 2013 to provide both targeting and measurement solutions that enable marketers to take full advantage of their data footprints on the Verizon Media platform.

The expanded partnership follows several identity announcements made by both companies in December 2020, including Epsilon’s work with Prebid and Verizon Media’s ConnectID.