From The Next Web · Ana-Maria Stanciuc · · 1m 30s
FTC clears Publicis' $2.2bn LiveRamp deal with strings attached
The US Federal Trade Commission approves the acquisition but requires five years of equal access for rival agencies to prevent anti-competitive harm.
In brief
The US Federal Trade Commission approves the acquisition but requires five years of equal access for rival agencies to prevent anti-competitive harm. The FTC approved Publicis' two point two billion dollar purchase of LiveRamp on condition it treats all customers equally for five years, preventing the ad giant from…
FTC approves Publicis LiveRamp deal
The US Federal Trade Commission will let Publicis Groupe buy LiveRamp for two point two billion dollars, but only if the data company keeps serving the agency's rivals on equal terms.
Five-year conditions on the deal
The proposed consent order, announced on Monday, binds both companies for five years. Publicis must give every LiveRamp customer non-discriminatory access and support on fair and reasonable terms.
Why the FTC was concerned
LiveRamp sells data connectivity services for digital ad campaigns.Publicis plans and buys media for brands, so its rivals' clients rely on a tool it is about to own.
Oversight and dispute resolution
An independent auditor will check compliance every six months for two years after the deal closes, then once a year for three more years. Disputes open after thirty days go to third-party mediation.
Apple's privacy moves threaten the deal
The order lands as Apple shuts identity tools like LiveRamp's out of Safari.LiveRamp's domains are among those blocked, along with The Trade Desk, ID5, Permutive and Audigent.
What it means
The FTC approved Publicis' two point two billion dollar purchase of LiveRamp on condition it treats all customers equally for five years, preventing the ad giant from favoring its own clients.
