As data, technology, and innovation redefine the advertising industry, The Myers Report’s latest white paper, The Battle for Data Supremacy: Inside the Strategies of Publicis, WPP, Dentsu, Omnicom, IPG, and Accenture Song, offers an indispensable guide to understanding the forces shaping the future of media planning and buying. This report delivers a deep dive into the strategies of the world’s leading agency holding companies as they harness proprietary research tools, first-party data, and advanced analytics to gain competitive advantages.
As advertising becomes increasingly data-driven, agency giants Publicis Groupe, WPP, Dentsu, Omnicom, IPG, and Accenture Song are racing to outpace each other. These companies are not only investing billions into data platforms like Publicis’ Epsilon and CitrusAd, WPP’s GroupM, Dentsu’s Merkle, Omnicom’s Omni platform, and IPG’s Acxiom, but they are also revolutionizing the industry by embedding advanced analytics and identity resolution technologies into their processes. These tools are empowering advertisers to create precision-targeted campaigns, improve ROI, and drive measurable outcomes.
The white paper details how Publicis leads in retail media through CitrusAd, while Accenture Song’s consulting-driven approach offers a unique blend of data integration and client empowerment. It explores how WPP combines Kantar’s research with GroupM’s programmatic expertise and how Dentsu excels in people-based marketing with Merkle. Meanwhile, Omnicom has made a bold move with its acquisition of IPG, leveraging Acxiom and MAGNA to address its competitive disadvantage and strengthen its media ecosystem.
Key themes include the rise of clean rooms for privacy-compliant data collaboration, the decline of syndicated metrics like Nielsen, and the transformation of traditional media buying and selling dynamics. The report also highlights the growing prominence of first-party data and AI-powered tools in overcoming industry challenges, such as ad fraud and content safety, while enabling precision audience matching.
This white paper is essential reading for advertising professionals navigating the complexities of modern media planning and buying. Whether you are an employee of a subscribing company with complimentary access or seeking to purchase this report for $12.95, this resource will equip you with the insights and strategies to stay ahead in an increasingly competitive marketplace. Download the white paper.
Visit The Myers Report to access this groundbreaking analysis and discover how data is reshaping the advertising industry.
