Dive Brief:
- Publicis Groupe’s U.S. media arm has acquired performance-focused digital marketing agency Dysrupt, according to a press release shared with Marketing Dive. Financial terms of the transaction were not disclosed.
- Publicis Media will integrate the Impact Advertising System (IAS), a proprietary solution from Dysrupt that encompasses media buying, quality and effectiveness; tools that improve creative performance, including for generative artificial intelligence (AI) advertising; and a cookieless measurement system.
- Six-year-old Dysrupt works across categories such as e-commerce, entertainment, fintech, health and wellness and subscription-based services. Several members of the shop’s leadership team will join Publicis Media U.S. with the transaction.
Dive Insight:
Publicis Media is shoring up its performance marketing capabilities with the acquisition of Los Angeles-based Dysrupt. Central to the deal is Dysrupt’s IAS, a proprietary solution suite focused on optimizing media, creative and measurement. The full-service offering will immediately be available to existing Publicis Media clients.
IAS is positioned around privacy and innovation, inclusive of creative tools that can assess the performance of user-generated content and advertising made with generative AI. IAS also features a cookieless measurement methodology called Momentum that could appeal to marketers trying to wean off third-party cookies despite Google reversing its plans to deprecate the technology last year.
Marketers have placed a stronger premium on performance marketing as they come under pressure to tie their work to concrete outcomes, including sales. Past Dysrupt clients include GameStop, Ancestry and hair care brand Kenra Professional, per testimonies on its website.
“Dysrupt delivers exceptional results for clients by shaking up traditional marketing strategies,” said Publicis Media U.S. CEO Chris Boothe in a press statement. “Their best-in-class performance capabilities will supercharge Publicis Media’s agencies and teams.”
Under terms of the deal, Dysrupt CEO Peter Muzzonigro, Chief Revenue Officer Jarod Haness and Chief Operating Officer Nate Lorenzen are joining Publicis Media, reporting directly to Boothe.
While Dysrupt is a smaller company, it adds to a hot streak of dealmaking for Publicis Groupe, which has consistently been a top performer in the agency category. The ad-holding group last year acquired Influential, the world’s largest influencer marketing firm, for $500 million, as well as commerce marketing specialist Mars United Commerce for a reported $600 million.
Recent account wins for Publicis’ media arm include The Hershey Company in the U.S. and The Lego Group globally.
