French advertising giant Publicis Groupe has announced its intention to acquire US-based data management company LiveRamp in a deal valued at approximately $2.2 to $2.5 billion, according to multiple reports.

The acquisition represents one of the largest transactions in the advertising technology sector this year and highlights ongoing consolidation in the digital marketing industry. LiveRamp specializes in data connectivity and identity resolution services that help companies connect customer data across different platforms and channels.

The deal comes as advertising companies face increasing pressure to adapt to changes in digital privacy regulations and the phasing out of third-party cookies. LiveRamp's technology has become increasingly valuable to marketers seeking alternative methods for audience targeting and measurement.

Publicis, one of the world's largest advertising holding companies, has been investing heavily in data and technology capabilities to compete with consulting firms and tech giants entering the marketing services space. The acquisition would significantly expand the French company's data management and analytics offerings.

The transaction is expected to close pending regulatory approvals and customary closing conditions. Financial terms of the deal indicate it represents a premium to LiveRamp's recent trading levels, though specific details of the purchase price structure were not immediately disclosed.

Both companies have indicated the combination will create enhanced capabilities for clients seeking integrated data solutions across advertising, marketing, and customer experience platforms.