Author: Michael Bürgi

Now that the three major agency holding companies have issued their 2025 earnings results and set their strategies in place for 2026 and beyond, it’s fair to ask a few questions. Which will end 2026 in the best shape? And which one is truly built to last, in a media world dominated by platforms and inexorably altered by generative AI? 

Clearly the holding company that adapted its model the most is WPP, which last week revealed the transformation it’s enacted under the guidance of global CEO Cindy Rose, who hits six months in charge on the job. The “Elevate28” plan, which aims to simplify the company’s structure into four units — media, creative, production and enterprise solutions — looks to stabilize a business that’s been losing more clients than gaining, and reduces the complexity of a massive assemblage of assets. 

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Developing AI content licensing marketplaces are introducing new pay structures for how publishers could be compensated for the content they allow AI systems to access.

Publishers and tech companies are determining how to scale compensation to match the value of the content publishers are allowing AI systems to access. It’s another sign of the evolution from flat-fee AI content licensing deals to pay-per-use, and it’s called “pay by demonstrated value” or “pay per value.”

If it works, it could be a way for publishers to reassert their pricing power with LLMs.

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