"2025 opens with more unfinished business than clean conclusions. Omnicom's acquisition of IPG is moving toward its first full operating year in 2026. OpenAi is edging toward an advertising business without having settled what the business actually is Google's illegal monopoly over the ad dollars that fund the open web is moving into a remedies phase that could redraw the market."
"And that's only a few of the loose ends carried over from last year. This year's in and out list reflects an industry reorganizing itself around the unresolved power negotiations. InAgentic webOut Internet of Things Amazon's ad execs come to CES for their annual reality check. TikTok's ownership drama has echoes of X (formerly Twitter), but ad performance has kept marketers for fleeing-for now. AI is altering agency business models. It's altering the skills they're hiring for and where they're hiring them from, too."
2025 begins with numerous unresolved industry issues and active power negotiations. Omnicom's acquisition of IPG progresses toward a first full operating year in 2026. OpenAi is moving toward an advertising business without a settled business model. Google faces remedies for an illegal monopoly over ad dollars that fund the open web, potentially reshaping the market. Amazon's advertising executives use CES as a reality check. TikTok's ownership drama echoes past platform turmoil but ad performance has so far retained marketers. AI is reshaping agency business models and hiring priorities across the industry.
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