While a client-oriented construction is extra frequent in conventional advert companies, it’s been much less frequent for retail media companies due to retail media’s inherent complexity, he mentioned.
Looking forward, Feldman famous there’ll be extra to return as Omnicom’s linked commerce resolution takes form. The IPG acquisition signifies that Omnicom now has entry to Acxiom’s knowledge and identification options, in addition to Kinesso’s expertise. Those additions might assist the company higher compete with Publicis, which made a collection of retail media associated acquisitions between
“I’m very bullish on [Acxiom],” Feldman mentioned.