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Epsilon Launches in Latin America with the Acquisition of Retargetly
Cristian Vergara| 3 de noviembre de 2022
Logo Retargetly Epsilon
Epsilon, a global advertising and marketing technology company and part of Publicis Groupe (Euronext Paris FR0000130577, CAC 40), announced the launch of its Latin America operations with the acquisition of Retargetly, a leading data and technology company. Retargetly works with marketers and publishers to combine first-party data with partner data for custom audience targeting and measurement across digital channels, all while respecting and protecting customer data. The addition of Retargetly gives Epsilon the ability to deliver its industry-leading data, technology and media platforms across North America, Europe, Middle East, Asia-Pacific and now, Latin America.Retargetly will be the Latin America arm of Epsilon, continuing to work with all brands and agencies across the region. Retargetly’s unique identity graph, IDx, will be a key component of Epsilon’s CORE ID across the region. Similar to CORE ID, IDx is anchored in persistent, first-party identifiers that enable Retargetly to recognize and reach consumers. With the addition of Epsilon’s CORE technologies, including the strength and stability CORE ID, Retargetly will be able to build more accurate, individual profiles that deliver true personalization without relying on third-party cookies.Retargetly will also tap into Epsilon’s rich 50-year history and experience to accelerate its media delivery capabilities and bring additional value to its existing and growing customer base.Retargetly has established itself as a leader in Latin America, working with more than 250 brands across auto, CPG, financial services and retail to deliver a suite of products and offerings that span the digital customer journey. The company’s work to collect, organize and enrich first-party data allows clients to build custom addressable audiences that are activated across all major digital channels and measured against core marketing KPIs such as sales and brand engagement. Retargetly’s direct publisher integration gives the company access to high-quality insights on customers with behavioral and contextual data, and the company’s offline data onboarding capabilities allow it to bridge the gap between online and offline.Retargetly was founded in 2014 by Co-Founder and CEO Daniel Czaplinski, Co-Founder and CTO Federico Nieves, and former executive Paula Ambrogi. The company will exist with its original name, current leadership and organization.Retargetly is headquartered in Buenos Aires with main operations in Mexico, Brazil, Chile and Colombia, and brings 120 technology and data science experts to Epsilon.Thibault Hennion, Managing Director of Epsilon International Operations, said: “I would like to welcome Daniel and the entire Retargetly team to the Epsilon and Publicis Groupe family. Our successful partnership goes back four years, during which time we have seen an increased demand for our combined capabilities. Retargetly’s reputation in the market is second to none, and we have been impressed by their technological clout, best-in-class products and their ability to innovate to build future-facing solutions. We share the same ambition for Latin America and are committed to build an industry-leading identity solution, powering a set of products through first-party data. By combining Retargetly assets and local footprint with Epsilon technology, we will be at the core of our clients’ marketing transformation journey, with a unique data-led approach.”Daniel Czaplinski, Co-Founder and CEO of Retargetly, said: “We are excited to join forces with Epsilon in this unique moment of industry transformation. After several years of successful partnership, we are convinced they are the right partner to build the next generation of marketing and data platforms for Latin America. Just like Epsilon, we believe in working with all clients and agencies to create new advertising experiences across the open web that are both personalized and private, while delivering great outcomes for brands, publishers and consumers. We are convinced this will allow us to go further and faster by leveraging Epsilon’s expertise, team, technology and global resources.”
