OMC in “Retailers Become the New Ad Networks”
Omnicom Group Inc.
Retailers' direct control of audience data and campaign measurement can compress the fees and strategic role traditionally captured by large advertising agencies.
OMC impact map — “Retailers Become the New Ad Networks”
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Sep 2, 2026 – Oct 19, 2026 · 34 sessions
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Full story
Retailers Become the New Ad Networks
Purchase data and closed-loop measurement are pulling advertising budgets from agencies and the open web into digital storefronts.
BEAR side — Retailers' direct control of audience data and campaign measurement can compress the fees and strategic role traditionally captured by large advertising agencies.
Read the full Retailers Become the New Ad Networks story