PARIS (Reuters) – Publicis will pay $4.4 billion to acquire Alliance Data’s Epsilon marketing unit, the French advertising group said on Sunday, expanding its digital business and North American footprint.

FILE PHOTO: Arthur Sadoun, Chairman and CEO of Publicis Groupe, attends a conference at the Cannes Lions International Festival of Creativity, in Cannes, France, June 19, 2018. REUTERS/Eric Gaillard/File Photo

The deal, announced two weeks after Publicis confirmed it was in talks with Alliance Data, bolsters efforts by the world’s third-ranked advertiser to adapt to a fast-changing market increasingly driven by online client data.

“The addition of Epsilon will propel Publicis as a leader of data-driven personalized experiences at scale,” the Paris-based company said in a statement outlining its biggest ever acquisition – which tops the