Future of Marketing Briefing: Agency operating systems face a differentiation problem

March 20, 2026 Agencies have spent years betting that proprietary AI platforms would set them apart. WPP developed WPP Open and Omnicom launched Omni, while indies like Max Connect built tools like Kudos. (Other examples include Stagwell's The Machine, Havas Converged, PMG's Alli, Horizon's Blu, and Meet The People's MTP Intelligence). But the underpinning thesis took a knock last week, following a Gartner research note that projected half of the agency-made AI platforms would go kaput by 2029. Advertisement TOP STORY Member exclusive Future of Marketing Briefing: Agency operating systems face a differentiation problem Analysts say half of agency AI platforms won’t survive the decade. Here’s how they plan to beat the odds. OTHER THINGS TO KNOW In the reality of today’s media environment, scale is fragile. Traffic is rented. Content alone is no longer defensible. But participation turns audiences from passive consumers into active participants. Partner insights from Viafoura. AI exposes where measurement breaks down, where assumptions hide and where decision-making confidence outpaces accurate outputs. It forces marketing organizations to confront a hard reality: Automation magnifies whatever uncertainty already exists. Partner insights from AppsFlyer. Audience strategy has historically focused on reaching predefined consumer segments based on assumed traits. Neuro-contextual intelligence helps media planners identify high-intent moments in real time — distinguishing between passive browsing and active consideration. Partner insights from Seedtag. MARKETING Navigating Economic Instability Macy's, Inc. is looking to leverage AI ahead of a cautious outlook for 2026 The company will continue its plans to close 65 Macy's nameplate stores, as part of a previously announced 150 store closures. PARTNER INSIGHTS FROM CINT How cross-platform measurement enables real-time campaign optimization An effective cross-platform measurement strategy helps marketers improve performance in real time — optimizing creative, frequency or even publishers during a campaign. MEDIA & PLATFORMS Content & Commerce Why Parker Thatch transformed its strip-mall storefront into a livestreaming studio Parker Thatch recently remodeled its store to serve as a hybrid customer-facing retail experience and broadcast studio. PARTNER INSIGHTS FROM VIAFOURA Why participation is the new pathway to engagement for publishers In the reality of today’s media environment, scale is fragile. Traffic is rented. Content alone is no longer defensible. But participation turns audiences from passive consumers into active participants. Advertisement PARTNER INSIGHTS FROM VIASAT ADS In-flight sets up retargeting for continuous campaigns with high engagement Sponsored Wifi is an effective way to reach consumers before a large event and enable retargeting. By presenting an ad and redirecting users to an advertiser's site, retargeting can occur post-event to keep up momentum. ICYM Evolving Agencies After WPP reckoning: The case for and against principal media Ten years later, principal media is back in the zeitgeist. Why agencies and brands are clashing over the so-called hidden model. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy