French marketing giant Publicis Groupe has acquired Relevant24 (R24), an ad tech firm that creates content in real-time.
R24 bases its campaigns on current events and popular trends, which it claims to “allow brands to be invited into conversations by providing content at the precise moment it becomes relevant to their audience”.
The acquisition will result in the company becoming a part of Publicis-owned Starcom MediaVest Group (SMG). It will retain its name, management team and structure and will operate as a standalone unit within the group.
R24 founders, chief executive Marc Gallucci and president Lane Murphy will remain in their current roles. Gallucci will also join SMG’s global leadership council.
Gallucci said: “Our mission is to close the relevancy gap for brands. Consumers are giving valuable insights daily and we’re making this data actionable through striking a balance of speed and quality along with unearthing the right data each day. We are excited to bring our expertise to SMG and its clients.”
Laura Desmond, chief executive of Starcom MediaVest Group, said: “This move enables SMG to gain new advantages, extend our leadership and activate against our future in content solutions. The landscape offers huge opportunity to capture data in real time and create a new paradigm in the strategic process, ensuring that messaging and distribution comes together in a way that is live, personalized, agile and tech-enabled.”
The acquisition follows Publicis Group’s $3.7bn purchase of Sapient last month.