Epsilon Buys LatAm Audience Insight Firm Retargetly

US data company Epsilon has expanded to the LatAm region through the acquisition of Buenos Aires-based Retargetly, which provides audience insights and measurement capabilities to clients across Latin America. Terms of the deal were not disclosed.

Founded by Daniel Czaplinski, Federico Nieves and Paula Ambrogi in 2014, Retargetly works with marketers and publishers to combine first-party data with partner data, for custom audience targeting and measurement across all digital channels. The firm's proprietary platform processes more than 25 billion data events a month, and transforms them into actionable analytics to drive business results.

As part of the deal, Publicis-owned Epsilon says Retargetly's cookieless identity graph IDx will become a major part of CORE ID, which reaches more than 250 million US consumers. Epsilon says the buy also extends its data, technology and media platforms - already available in North America, Europe, the Middle East and Asia-Pacific - to Latin America; and that its CORE technologies and CORE ID will enable Retargetly to build individual profiles for personalization initiatives, without relying on third-party cookies.

Retargetly will retain its name, current leadership and organization, comprising more than 120 tech and data science specialists across its headquarters in Argentina and operations in Mexico, Brazil, Chile and Colombia. Thibault Hennion, MD of Epsilon International Operations, says that Retargetly and Epsilon share the same ambition for Latin America and are committed to build an identity solution, powering a set of products through first-party data. He adds: 'By combining Retargetly assets and local footprint with Epsilon technology, we will be at the core of our clients' marketing transformation journey, with a unique data-led approach'.

Web sites: www.epsilon.com and www.retargetly.com .