Advertisers funneling media dollars into social platforms, video and retail media channels in the final months of 2026 are boosting year-on-year media spending — but buyers and clients have their guards up for political shocks that could knock confidence during the run-in to Christmas.
At a glance, the ad industry has entered the year’s final quarter in relatively healthy condition. Agency holdcos like Omnicom, Havas and Publicis — among the largest employers in the ad sector — have each reported positive growth in Q3; WPP and Dentsu have yet to report their Q3 performance.
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