Affiliate Idea Factory

2025 opens with more unfinished business than clean conclusions. Omnicom’s acquisition of IPG is moving toward its first full operating year in 2026. OpenAi is edging toward an advertising business without having settled what the business actually is Google’s illegal monopoly over the ad dollars that fund the open web is moving into a remedies phase that could redraw the market. And that’s only a few of the loose ends carried over from last year. This year’s in and out list reflects an industry reorganizing itself around the unresolved power negotiations.

In
Agentic web
Out 
Internet of Things

In 
Worrying about LLMs scraping away ad revenue 
Out 
Worrying about LLMs scraping away referral traffic

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At every major tentpole event — this current one being CES — Omnicom attempts to deep dive on an issue of importance to its clients, and this year is no exception.

Digiday has learned that Omnicom is working with Google to create a new tool that empowers brands with far deeper insights into how to use search in the AI-powered era. The idea is to understand consumer intent, given that new forms of search now offer much deeper insight into what people are looking to know.

As it has in the past, Omnicom started out its efforts to reengineer its approach to search based on research from Joanna O’Connell, chief intelligence officer at Omnicom Media, that dives into the future of influence — search being just one way to influence consumer purchase habits.

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