AIDigidayabout 2 hours ago
Holdcos dangle AI perks to grow principal media
1 min read
Agency holding companies are offering free AI tokenization and discounted services to lure marketers into principal media deals, a high-margin practice where agencies buy and resell ad inventory at undisclosed markups. Omnicom's third-party service costs hit $2.9 billion in H1 2026, up from $1.7 billion.
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