How the Omnicom and IPG Merger Could Reshape TV Advertising

Whether or not pricing leverage materializes, the industry source added that the combined company could execute a more data-driven strategy.

Though Publicis has taken the lead when it comes to tech and data, the new Omnicom could be in a position to better compete. For instance, Omnicom could integrate data from Acxiom into Omni, its marketing and insights platform, which could help with better targeting and personalized marketing. Omnicom could also incorporate its commerce firm, Flywheel, for better consumer insights and precision.

Assuming those adtech integrations materialize, the combined company could bring more insights to the TV marketplace.

“If they’re able to execute on a more data-driven strategy, I think that will accelerate more to data-driven advertising within CTV,” the source said.

Kathryn Lundstrom also contributed reporting.