"Omnicom's merger with IPG signals to competitors ... particularly Publicis and WPP ... that OMC is consolidating to dominate in scale, AI capabilities, and service integration," said Tom Triscari, senior advisor, Landmark Ventures.
"Together, they'll command roughly a third of all U.S. media billings [for media buying]," said Ana Milicevic, co-founder, Sparrow Advisers. "When you think about how much value various algorithmic and AI-driven media optimizations like Pmax have generated on the walled garden side, it becomes an interesting proposition to enable that at a holdco level."
Collection
[
|
...
]