‘Switzerland Is No Longer Neutral’: LiveRamp Faces Risk of Client Pullback Under Publicis
Will agencies defect in the wake of the $2.2 billion acquisition? Many believe so.
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In the wake of Publicis Groupe’s $2.2 billion acquisition of LiveRamp this week, the biggest question the industry is asking is whether the data onboarding and collaboration platform can maintain its neutrality.
CEO Scott Howe often refers to LiveRamp as the industry’s “Switzerland” when it comes to its agnosticism. The company plugs into the data stacks of thousands of tech platforms, publishers, and agencies, often who compete with one another.
But in the days since the acquisition, agencies are questioning whether they want to keep working with a company that’s now owned by one of their biggest competitors.
Robert Klara is the senior editor of brands at Adweek, specializing in the evolution and impact of brands.