ipg

Omnicom is acquiring IPG. We unpack the proposed deal with ad agency expert Brian Wieser, founder of the constancy Madison and Wall.

Retail media and tech platforms now represent a return to agency scale dynamics. The proposed Omnicom and IPG merger is the latest example.

Antitrust regulation has counterintuitively favored the biggest ad industry players. Plus, another streaming service, anyone?

Publishers expect the agencies will eliminate tech redundancies as they consolidate, which could compel pubs to shed redundant tech themselves. The merger could also entrench principal-based buying, which may not be a bad thing.

Rival browsers raise an objection to Google being forced to sell Chrome; ad agencies pivot to software and services; and people are turning to chatbots instead of search, with error-filled results.

Another big ad industry acquisition? Truly, it’s a Christmas miracle. Omnicom’s board of directors has unanimously approved a deal to acquire IPG, itself a major holding company.

IPG buying Node continues the trend of agencies trying new business models; IPG and Publicis support principal-based buying while WPP opposes it; and billionaire owners believe controlling their newsrooms will win back public trust.

Publicis outperforms its agency holding company rivals because of three primary factors: technology strategy, leadership and deal-making.

In today’s newsletter: Google Demand Gen is the industry’s latest over-attribution controversy; data from third-party brokers might not be worth it; and The Trade Desk launches a CTV operating system.

Advertising is still Reddit’s meal ticket – but until its ad revenue tops the $2 billion per year mark, it can’t really be considered competitive with other social platforms.