Recently awakened sleeping giant Amazon is using its vast resources to ramp up an aggressive open web stance, offering advertisers low take rates through its DSP.
Adtech firms risk destroying their own margins in response, so are increasingly extending their positions across the value chain as they compete to offer ‘end-to-end’ services.
2026 will be make or break for the agency holding company model as Omnicom resets and WPP’s need to see the benefits of its turnaround becomes urgent.
Sectors