Publicis Groupe SA struck a $2.5 billion deal to acquire data broker LiveRamp Holdings Inc., betting that marketing technology will remain a priority even as the broader advertising sector contracts. The French media firm agreed to pay cash for the online data company, continuing its push into ad tech infrastructure.

The deal signals how Publicis is doubling down on technology as a defensive move. With advertising revenue under pressure across the industry, acquiring LiveRamp's data capabilities gives the French conglomerate more control over how client data flows through its marketing ecosystem. It's a classic play for a company facing margin pressure — buy the infrastructure rather than rent it.

For investors watching the ad industry shakeout, the $2.5 billion price tag reflects how much acquirers value first-party data assets right now. LiveRamp's data onboarding tools sit at the center of how brands target consumers across channels, making this a strategic asset in a contracting market.