Publicis Groupe has officially confirmed the acquisition of data marketing firm Epsilon with the deal revealed to have been worth $3.95bn, resulting in Epsilon being integrated centrally within the French-based advertising company.

After having initial talks with Alliance Data Systems, the completed deal will provide a step closer for Publicis Groupe in adapting to a fast-changing digital market which continues to be influenced by online data-driven data.

As part of the acquisition, the key departments of the advertising agency; Publicis Communications, Publicis Media, Publicis Sapient and Publicis Health will now benefit from Epsilon’s capabilities and insights.

“We are very pleased to have finalised the closing of the Epsilon acquisition in record time, at a very compelling price, creating immediate value for our shareholders. This acquisition completes our sets of assets harmoniously, with data capabilities that are second to none, and propels the Groupe as the global leader of personalised experiences at scale,” Publicis Groupe Chairman-CEO Arthur Sadoun said in a statement; “With the addition of Epsilon’s capabilities in data to our existing creative, media and technology firepower, we have all the necessary assets and talent to help our clients leapfrog their competition and grow profitably, in a data-led, digital-first world.”

“Our clients will benefit from a seamless, end-to-end service to solve all their marketing and transformation challenges across creative, media, data and technology,” he continued.

In addition, Publicis Groupe also claimed that merges would be made in combining the creative agency business held by Epsilon with the North American operation of Publicis Communications while Publicis Media and CJ Affiliate (acquired as part of the Epsilon deal) would also be aligned. CJ Affiliate declined to comment when asked about the latest acquisition of Epsilon.