FTC clears Publicis' $2.2B LiveRamp deal with equal-access rules

The US Federal Trade Commission has cleared Publicis Groupe SA to complete its $2.2 billion purchase of LiveRamp. The approval comes with a catch. A consent decree, which is a legal agreement that sets rules a company must follow, requires equal access to LiveRamp's data connectivity tools for all clients.

What LiveRamp does

LiveRamp makes tools that link customer data between marketing systems. In plain terms, they help different software programs used for advertising and marketing work from the same information. Publicis is a large ad group, a company that plans and runs advertising for other businesses.

Why the rule matters

Publicis would now own a tool that many other companies, including its rivals, may rely on. Regulators often worry in that kind of situation. The owner could favor its own clients. The equal-access requirement is meant to prevent that.

Who it affects

Businesses that use LiveRamp for marketing data are the most directly touched. The order is meant to keep their access to its tools on the same terms as Publicis' own clients. That covers companies that compete with Publicis clients as well.

What is not known yet

• How long the consent decree will last
• How the FTC will check that LiveRamp follows it
• When the deal is expected to close
• Whether pricing or service terms will change for current clients

The material available does not answer these questions. Businesses that depend on LiveRamp may want to read any notices from the company about their contracts once the deal closes.