Brian Wieser, Senior Research Analyst at Pivotal Research Group has written a report ‘Publicis Omnicom Groupe: Impact on Media Owners and Ad Tech’ which well worth a read.
Brian says “The combination of Publicis and Omnicom has negative implications on media owners whose revenue base is skewed towards advertising and especially those whose advertiser base skews towards large brands”.
He continues “The impact of the transaction on the media industry will likely be profound in ways that many observers have not fully considered as of yet. This is because of the ways in which we think the entity may change its media buying practices and the follow-on impact on the rest of the eco-system”.
As we say, very much worth a read. The report including disclosures can be found here.