Drip Sequence💧

In case you missed it:

I sent out a report detailing the comp survey, if you missed the first newsletter the URL for the LookerBI Dashboard can be found right here. I probably should update this but has anyone really had a raise in the last year?

Also I am always open to suggestions to evolve this newsletter, feel free to either DM me on IG or reply back to this email with feedback or with stuff you would want to see in here.

Headline Overviews

• AI Set to Dominate Ad Buying

  Major companies like Google and Meta are developing AI tools that automate nearly every aspect of digital ad campaigns, determining placements, targeting, and ad appearance based on parameters like budget and goals. While this increases efficiency, it raises concerns about loss of control and transparency for marketers. ​

• WPP Invests in Stability AI

  WPP, a UK advertising group, has invested in AI start-up Stability AI, known for its generative AI tools in image, video, and audio. This strategic partnership will provide WPP access to Stability AI's models and sees both companies collaborating on R&D projects.

• Amazon is gunning for Netflix in ad dollars
  Amazon’s launching Complete TV, an AI-driven tool that streamlines ad buying across Prime Video, Freevee, and third-party streaming platforms. The goal? Make it so easy to spend money on Amazon’s ad network that you won’t even think about buying elsewhere.

• Stagwell wants to double in size by acquiring everything in sight
  US-listed advertising group Stagwell aims to double its business size to $5 billion by leveraging an aggressive mergers and acquisitions strategy. The firm seeks to strengthen its international presence by capitalizing on potential disruptions at rival US and UK agencies.

• Big Brands Turn to Indie Agencies (in Australia)

  Major brands, including Honda, KIA, Volkswagen, and Suzuki, are increasingly partnering with independent media agencies, attracted by better service and integration. This shift has contributed to indie agencies now handling 30-40% of Australia's total ad expenditure, with their share of digital ad spending over 50%.

• WPP Invests in Stability AI in New Technology Tie-Up

  WPP, a UK advertising group, has invested in AI start-up Stability AI, known for its generative AI tools in image, video, and audio. This strategic partnership will provide WPP access to Stability AI's models and sees both companies collaborating on R&D projects.

AI & Acquisitions: Publicis Acquires Lotame

This morning while I was dropping off a friend at the airport Publicis announced its agreement to acquire Lotame, a prominent data and identity technology company. This strategic move is set to significantly enhance Publicis's data-driven marketing capabilities by expanding its individual consumer profiles from 2.3 billion to 4 billion, effectively covering 91% of all internet-using adults. ​

Strategic Integration with Epsilon

Lotame will be integrated into Publicis's Epsilon unit, which apparently is one of their big bois in data-driven marketing side of the house. This integration aims to bolster Epsilon's global identity and data-management capabilities, particularly in regions in APAC and EMEA, where Lotame has a strong presence.

Enhancing AI Capabilities

The acquisition aligns with Publicis's ongoing investment in AI and data analytics which will only ramp up given how nascent this technology is. By incorporating Lotame's data solutions, Publicis can essentially enhance its CoreAI platform. If you’re unfamiliar with CoreAI, it’s essentially Publicis’s own centralized AI tool across the company, you can read the press release about it here.

Global Reach and Client Benefits

With Lotame's presence in over 100 countries and its robust data marketplace, Publicis clients will benefit from expanded global reach and improved data connectivity. The integration is expected to facilitate more accurate and relevant audience targeting, enhancing the effectiveness of marketing campaigns across diverse markets. ​

XXXConclusion

Publicis isn’t buying Lotame for fun. This isn’t about “enhancing capabilities” or whatever every other article and press release says. They’re making a survival move—because with the way the ad industry is trending you are kinda fucked if you are not ramping up AI integration.

For years, agencies lived and died on creativity, media buying, and client relationships. That era is dead. The future is owned by whoever controls the best data to train their new shiny AI pet. Google and Meta have locked down walled gardens, Amazon has retail data no one else can touch, and the open web is shrinking.

• They now own 4 billion user profiles – This gives Publicis insane reach, spanning 91% of all internet users. That’s not just ad targeting—that’s full-scale identity control.

• It’s a direct answer to Google’s Privacy Sandbox – With 3P cookies dying, agencies need 1P data pipelines. Publicis just built a new one.

• AI needs fuel, and data is the fuel – Publicis has been pushing AI-driven ad tools hard. Lotame’s audience data makes those tools actually useful.

Publicis sees the writing on the wall, and this Lotame acquisition is them planting their flag in the AI world.

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