FTC clears Publicis's LiveRamp deal with five years of neutrality rules.

The US Federal Trade Commission has cleared Publicis Groupe's $2.2bn purchase of LiveRamp on condition that the data platform stays neutral. For five years Publicis must give rivals and clients equal access and keep their data walled off.

The FTC announced the proposed consent order on 19 October after a 2-0 vote. Publicis must offer LiveRamp on non-discriminatory, fair and reasonable terms and must not deny or degrade customers' access. Firewalls must stop Publicis from accessing or using LiveRamp customer data or confidential information. Customers get audit rights over data protection, Publicis cannot retaliate against those who complain, and disputes unresolved after 30 days go to third-party mediation. An independent auditor will check compliance every six months for the first two years after closing, then once a year for the next three.

The order is open for 30 days of public comment, and Marketing Dive says the deal remains on track to close by the end of 2026. The FTC's David Shaw said the order would stop Publicis gaining an unfair advantage.

Rival holding companies are not waiting to find out. Marketing Dive reports that WPP is winding down its agencies' use of LiveRamp, and Omnicom has brought forward a planned exit. Whether the conditions keep other buyers on the platform is the open question, as is how the rules apply outside the US.

Publicis has a large presence in Saudi Arabia and the UAE through agencies such as Publicis KSA, Leo and Saatchi & Saatchi. Brands that use LiveRamp for data matching or clean rooms and work with other networks in the region should ask now whether their agency will keep using LiveRamp, and what replaces it if not.