Publicis Buys Creative Assessment Specialist AdgeAI

Marcoms holding company Publicis Groupe has acquired measurement and content intelligence company AdgeAI, for an undisclosed sum.

Adge's AI-powered platform analyses engagement and conversion data for video and other content, identifies the most effective creative elements, and provides insights and recommendations to improve strategy and ROI across campaigns. As part of Publicis, it will keep its name and branding, as well as its CEO and co-founder Eyal Ben Shalom.

Integrating Adge's software into Publicis' global production capability will allow the marcoms group to deliver real-time content measurement and predictive performance insights which can be actioned immediately. 'After consolidating our leadership in real-time media measurement, now we are going even further in bringing that same level of precision and immediacy to content,' states Arthur Sadoun, Chairman and CEO of Publicis. 'With the acquisition of AdgeAI, we are bridging the gap between instinct and proven performance, transforming creative performance measurement from a retrospective report into a forward-looking capability that anticipates and delivers real business outcomes.'

Ben Shalom adds: 'This is a defining moment not just for Adge, but for how the industry thinks about creative intelligence. By bringing our technology into Publicis' existing engine, we're giving brands something they've never had before; the ability to move at the speed of the algorithm without losing the spark of great creative.'

Publicis is present in over 100 countries and employs around 103,000 professionals. Web sites: www.publicisgroupe.com and www.adge.ai .