The agency holdcos have an AI story, but not an AI business model

March 02, 2026 The holdco platforms need to deliver on the promises made around AI — and so far, clients aren't seeing it. TOP STORY Evolving Agencies The agency holdcos have an AI story, but not an AI business model The holdco platforms need to deliver on the promises made — and so far, clients aren't seeing it. OTHER THINGS TO KNOW For advertisers, the challenge that comes with TV is not whether people will watch. It is where they watch, how they move between platforms and how quickly plans need to adapt. Partner insights from Nexxen. Context takes many forms, often operating beneath the surface of consumer activity. Marketers are increasingly using technology to interpret these micro-signals, enhancing predictive accuracy and creative alignment. Partner insights from Experian. 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. Advertisement MARKETING Evolving Agencies Bold Call: AI compute costs are the future of the upfront… and principal media Agencies have a compute probable. As AI takes over more of their day-to-day work, its introducing a new and deeply unpredictable cost center. The Creator Economy Why more brands are rethinking influencer marketing with gamified micro-creator programs Brands like Urban Outfitters and American Eagle are embracing a new, micro-creator-focused approach to influencer marketing. Why now? PARTNER INSIGHTS FROM THE WEATHER COMPANY Video explainer: Using weather targeting to influence action In this video, learn how advertisers tap into a consumer's mindset, motivation and emotional state at a given moment that moves the needle. AI Revenue Generation WTF is pay per 'demonstrated' value in AI content licensing? Publishers and tech companies are developing a "pay by demonstrated value" model in AI content licensing that ties compensation to usage. PARTNER INSIGHTS FROM KEEN DECISION SYSTEMS Why the right timing structure is a strategic lever for building marketing spend By adopting a more optimized flighting approach to ad spend, marketers can deliver more marginal ROI on their investments. This strategy ensures that they're not wasting any of their spending. Advertisement DIGIDAY+ Member exclusive Media Buying Briefing: The Big Three's pieces are in place – let's see who wins With WPP’s strategic transformation announced last week, the battle for holding company supremacy could turn out differently than it’s been the last five years. PARTNER INSIGHTS FROM VIASAT ADS Why marketers can't count out the value of the in-flight audience The in-flight audience is highly engaged, educated, more likely to have a high income, recall ads, etc. — enabling advertisers to reach their target audiences more effectively. ICYMI Evolving Agencies In fighting a whistleblower suit, WPP put its own account of media agency trading on the public record A former GroupM executive is suing WPP for $100 million, alleging he was fired for exposing a systematic scheme to pocket billions in client rebates. Retail Media Rewritten Walmart Connect's full-funnel ambitions come into focus, with Amazon in its sights Walmart Connect is scaling quickly, with AI investments and the Vizio acquisition shaping its push to rival Amazon's ad business. 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