Publicis Groupe made another big bet today on ecommerce with the acquisition of ecommerce analytics platform Profitero. Terms weren’t disclosed but unidentified sources told the Wall Street Journal the deal was valued at about $200 million.
Publicis said the platform provides global ecommerce sales and other data for about 70 million products across 700 sites daily. About 4,000 brands utilize the service in 50 countries.
Publicis said that under its ownership Profitero will expand its offering beyond data analysis and provide advice on consumer experience like how to describe products and how to optimize price comparisons and track comments and reviews.
The platform will be linked to the company’s own consumer data platform Epsilon which has 300 million profiles to provide more insight into purchasing habits. The Profitero platform will also integrate with the Groupe’s own “Commerce Intelligence” platform.
The enhanced platform will also be packaged with CitrusAd, a retail-media service to help brands manage their media purchases on e-commerce sites.
Profitero will continue to be managed by CEO Bryan Weiner and president Sarah Hofstetter. The pair joined the company in 2020. Earlier they worked together at media measurement company ComScore and before that at Dentsu agency 360i.