Publicis Groupe is considering an acquisition of Alliance Data Systems marketing unit Epsilon, the Paris-based agency holding company said in a statement.

Epsilon could be sold for as much as $5 billion, according to Bloomberg. Publicis is reportedly up against a joint bid from private equity firm Advent International and Goldman Sachs, according to the news service. Alliance could choose the winning bidder as early as this week.

Alliance began exploring a sale of Epsilon in November. In February, CEO Ed Heffernan said in an earnings statement that the company had received preliminary bids for Epsilon.

The data-focused marketing firm has specialized units including consumer data group Conversant, a data agency, and groups focused on health, technology, and auto marketing. In 2018, Epsilon’s revenue decreased 4% to $2.18 billion.