The U.S. Federal Trade Commission has approved Publicis Groupe’s $2.2 billion acquisition of LiveRamp, subject to conditions designed to preserve competition and data neutrality in the digital advertising ecosystem.
Under the proposed consent order, Publicis and LiveRamp must provide non-discriminatory access to LiveRamp’s standalone products and services for five years. They are also required to establish firewalls so that Publicis cannot access LiveRamp customer data or confidential business information obtained through those products. An independent auditor will monitor compliance.
The FTC’s complaint argued that without safeguards, Publicis could use control of LiveRamp to disadvantage competing media agencies. Publicis said it had proactively proposed commitments around freedom of choice, fair access, data protection, interoperability and independent oversight.
Publicis expects the deal to close before the end of 2026. LiveRamp connects more than 25,000 publisher domains and hundreds of technology and data partners, making it a central identity and data collaboration platform in advertising.
The conditions reflect ongoing regulatory focus on how large agency groups integrate data and technology platforms that serve the broader industry.
Source: Federal Trade Commission / Publicis Groupe
