The Omnicom spokesperson declined to comment on the integration.

Publicis, by contrast, has already centered around Epsilon. A slide during a recent company-wide presentation looking ahead to 2025 showcased the unit as the data backbone for Publicis’ paid media, owned media, commerce, and newly-bought creator agency Influential, according to two sources who saw the presentation.

Publicis has already been able to use Epsilon to develop new products quickly. Three months after buying Influential, Publicis introduced a new product called Creator Media Networks, designed to activate media based on who people follow, said one of those sources.

Ultimately, the new Omnicom entity will have its work cut out in trying to compete with Publicis’ Epsilon, particularly in standing up a solid data platform in time before clients flee.