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Those acquisitions put Publicis ahead of other holding companies, according to experts.
“If I’m in an agency company, I’m looking at what Publicis has done around media sales and saying, ‘We’re going to be totally left in the dust if we don’t look really hard at some companies.’ to strengthen our market offering,” said Sean Cheyney, head of media sales at Vistar Media.
It’s something that analysts, including Lipsman, have speculated in fact Omnicom’s decision to acquire IPGas the two holding companies combined have a better chance of competing against Publicis for trading dollars.
“This acquisition of Mars is going to flourish quite strongly in 2025,” Cheyney predicted.
Microsoft shutters PromoteIQ, strikes a deal with Criteo
Microsoft first acquired retail advertising startup PromoteIQ in 2019, signaling that it also wanted in on the retail media dollars that Amazon was earning.
In July, however, Microsoft and Criteo announced a new media sales partnership. That deal seems to have eclipsed his work with PromoteIQ, effectively close the sales media company, according to retail media observers.
PromoteIQ’s collapse created a frenzy among e-commerce platforms vying for what business was left, Cheyney explained. This has prompted some retailers to rethink their overall sales media strategy, which has led to the rise of tech companies like Zitcha, Placement.io and Pentaleap, he continued.
These technology companies serve as a “one-stop shop” for retail media companies so that advertisers can more simply purchase inventory in on-site, off-site and in-store placements.
“There can be many platforms [powering the backend]but to someone who is interfacing with the user interface, it just looks like a ‘one-stop shop’ where all the buying and reporting funnels go through,” Cheyney explained.
Best Buy and CNET combine ad inventory and first-party data
In the first of what Lipsman predicts will be many partnerships of their kind, Best Buy and CNET combined its ad inventory and audience in April.
“[It was] the first domino of this inevitable trend of digital publisher partnerships with retail media networks,” explained Lipsman. It’s not just delivering Best Buy ads on CNET content, he emphasized, it’s also bringing the content CNET in stores in a way that aims to support in-person consumer experiences.
