Omnicom Could Buy These Retail Media Tech Firms to Challenge Publicis

Publicis’ multibillion-dollar, five-year acquisition spree—together with Epsilon, CitrusAd, Profitero, and Mars United Commerce—has given it an edge in promoting’s fastest-growing section. In the meantime, Omnicom and IPG’s mixed commerce media capabilities embody Flywheel, Axciom, and Intelligence Node. Stacked towards one another, Publicis nonetheless wins out—which means Omnicom will want extra retail media knowledge and tech capabilities to essentially compete with its French rival, in line with unbiased retail media analyst Andrew Lipsman.