Publicis has agreed to buy 20 per cent of digital advertising company Matomy Media Group for 227 pence per share, and has an option to purchase an additional 4.9 per cent.
Matomy, based in Tel Aviv, was listed on the London stock exchange in July. It specialises in so-called performance-based advertising that allows big companies to track the effectiveness of their online marketing.
Matomy shares closed at 238 pence on Friday. It posted 117.34 million pounds ($189.13 million) in sales last year, and a net profit of 4.44 million pounds.