Holding groups merge data units into single offer
Two global agency holding groups have folded their separate data and technology units into single client-facing businesses, citing demand for simpler contracts.
The restructuring
Clients will buy data, media and technology services under one agreement. Existing brands remain but report into a shared leadership team.
Why now
Procurement teams push for fewer vendors and clearer fees. Consolidation also helps groups compete with consultancies that sell integrated offers.
The move follows shifts in retail media described in Retail media networks open off-site inventory to rivals.
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