FTC Order Preserves Competition in Digital Advertising Ecosystem as Part of Publicis’s Acquisition of LiveRamp
The Federal Trade Commission has taken steps to preserve competition in the digital advertising ecosystem by requiring Publicis Groupe S.A. to continue providing neutral and nondiscriminatory access to LiveRamp Holdings Inc.’s products and services, and to establish firewalls to prevent Publicis from accessing LiveRamp’s customer data, in order to complete Publicis’s acquisition of the company.…
The Federal Trade Commission (FTC) has taken measures to maintain competition in the digital advertising industry by mandating that Publicis Groupe S.A. maintain neutral and unbiased access to LiveRamp Holdings Inc.'s products and services, as well as establish firewalls to prevent Publicis from accessing LiveRamp's customer data, in order to finalize Publicis's acquisition of the company.
The FTC's proposed consent order aims to address concerns that the acquisition would harm competition in the markets for media agency services and audience data services.
Publicis, a leading media agency service provider, would acquire 100% of LiveRamp in a $2.2 billion deal. The FTC argues that this acquisition could result in Publicis monopolizing customers of competing media agency service providers by leveraging its control of LiveRamp to push customers towards switching their business to Publicis, even if those customers prefer competing agencies.
To ensure competition, Publicis and LiveRamp are required under the proposed order to provide non-discriminatory access to LiveRamp's standalone products and services on fair and reasonable terms, prohibit denying, degrading, delaying or impairing LiveRamp customers' access to its standalone products and services, and establish firewalls to prevent Publicis from accessing or using LiveRamp customer data and confidential business information.
The order also requires an independent auditor to regularly review Publicis's compliance with the proposed contractual commitments.
Furthermore, the FTC order provides additional protections for LiveRamp customers, including a requirement that Publicis cannot retaliate against customers who discuss compliance concerns with the Commission. LiveRamp customers also have the option to request an audit of Publicis's compliance with data protection, privacy, and security obligations.
If disputes remain unresolved after 30 days, the order provides for third-party mediation. The FTC's complaint and consent agreement will be open for public comment for 30 days before being finalized and enforced.
Written by urgent.news from FTC Competition's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
