Advertising is in a structural shift due to AI and the video boom. AI tools are growing the reach and capabilities of smaller advertisers, fuelling robust demand. 

WPP must challenge Publicis’s dominance in 2026 and show it is positioned to benefit from AI even as Omnicom and IPG combine to create a new global behemoth.

Amazon is taking the fight to adtech by strengthening its connected TV and retail media positions. Adtech is building partnerships and becoming more end-to-end in response.

The requirement for accurate audience measurement led to the creation of separate industry JICs— developed by media owners, agencies, advertisers and trade bodies—used for planning and as credible trading currencies.

However, now as brand advertisers need to be able to optimise campaigns across all audiovisual—and ideally all display—they want full cross-media measurement, and are therefore investing in the Origin platform.

But not all ‘views’ are equal; context is important. While most advertisers understand this, there is a risk that some ascribe the same value to all AV. Broadcasters are understandably wary.