French advertising and public relations giant Publicis Groupe (PUBGY) announced it has cut a deal to acquire the Epsilon unit of Alliance Data Systems (ADS - Get Report) for $4.4 billion.
Epsilon specializes in data analytics.
"With this critical move, we are going further, faster and deeper in our own transformation, becoming a leader in this data-led, digital-first world," said Arthur Sadoun, chairman and CEO of Publicis.
Publicis owns the iconic ad agencies Leo Burnett Worldwide and Saatchi & Saatchi, as well as many other brands in the advertising and public relations world.
The company expects the acquisition to add double-digit growth to per-share earnings and free cash flow in the first year, which will be 2020.
In addition to the direct purchase of Epsilon, Publicis said it will "build a strategic partnership with Alliance Data['s] remaining business."