Publicis Groupe combines data and analytics into new Spine division

Publicis Groupe has combined its data and technology capabilities into a new business division, Spine, while shuffling the structure of its agencies in a move that puts business transformation at the heart of what it offers to clients.
Spine will use data to target advertising at consumers on an individual level, the Groupe said.
Spine encompasses three core components; data matching of first, second and third party sources to create unique consumer IDs to better inform targeting; a cloud-based