"It is going to be the streaming war. Because money is coming in and competition is heating up, and that always equals a battle. And I think that battle is going to start [this] year," said Shelby Saville, U.S. chief investment officer at Publicis Media.
"They instantly go to the top of the food chain with the size and scope and scale that they have, let alone the potential data offerings that they have to combine with," said a second agency executive.
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