Amazon's advertising revenue grew 20% to a whopping $12 billion, representing 9% of the company's overall net sales, bolstered by transactional first-party user data.
Agencies are increasingly responsible for tasks beyond traditional campaign planning, including tech-related services like data consulting, improving client relations within the new Omnicom Advertising Group.
Retail media networks are competing for ad budgets not already consumed by major players like Amazon or Walmart, highlighting the pressure on smaller networks.
The launch of the Omnicom Advertising Group under Troy Ruhanen is aimed at pursuing AI deals more efficiently by centralizing agency resources and leadership.
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