"We are struggling to see from where in the economy we're finding these incremental pools of spend," observed Kramer, noting how this results in "Hunger Games competition."
"Arete's Kramer pointed out that the 2026 chapter of this era would see a move from "automation to action" in the rush to launch agentic offerings."
"He further observed the resulting "spaghetti junction of partnerships" in this rush, as demonstrated by last week's tie-up between Apple and Google to power the latest version of Siri."
Major platforms Google, Meta, and Amazon absorbed more ad spend than expected in 2025, concentrating marketplace power. Incremental pools of ad spend are difficult to identify, creating a Hunger Games-style competition among buyers and agencies. Holding companies and media agencies have limited additional resources to allocate, intensifying inter-agency rivalry. The AI arms race is shifting from automation toward agentic, action-oriented offerings, accelerating product launches. Rapid partnership activity and complex alliances are emerging, exemplified by the Apple–Google Siri tie-up. Distribution advantages through billion-user properties and endpoint capture are positioning certain tech companies ahead in the competition.
Read at Digiday
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