"On Wednesday, Omnicom what it calls the next generation of Omni, its central identity and analytics service. The new Omni, which integrates data and technology beneath the Omnicom umbrella, underscores the broader industry trend toward consolidation. The upgrade stems in part from Omnicom's acquisition of Interpublic Group, which closed in November, making Omnicom the largest agency holding company by revenue."
"Core Workout Google Search rolled out a broad core update in December, its first since last June. Such updates typically happen a few times per year, so Google was due. Google has regular minor core updates to fix mistakes, Gabe writes, "but it's interesting to see this happen with major updates focused on quality." And the December update ignored blatant shameless efforts to improve rankings in AI chatbot searches. One cringeworthy example is to publish listicles that prominently feature your own brand."
Omnicom upgraded Omni into a unified identity and analytics platform by integrating data and technology across the holding company. The upgrade incorporates IPG assets from the Interpublic acquisition, including the Acxiom Real ID, and leans on Flywheel for shopper intelligence while adding an agentic AI framework and Interact as a centralized data pillar. The moves enlarge Omnicom's centralized capabilities and reflect a consolidation trend among agency holding companies. Separately, Google Search deployed a broad core update in December that unexpectedly boosted some spammy redirect sites, ignored certain AI-chatbot-ranking tactics like branded listicles, and prompted heavy user activity on platforms such as Reddit.
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