Omnicom’s ‘fewer middlemen’ push is reaching publishers

May 26, 2026

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Omnicom’s drive to “reduce middlemen” is showing up in how its agencies talk to publishers – albeit mostly behind closed doors.

Buyers within the Omnicom holding group are being “heavily encouraged” to route more spend directly to publishers, rather than through layers of ad tech, according to two supply-side sources with knowledge of the situation.

TOP STORY

Omnicom’s ‘fewer middlemen’ push is reaching publishers – just not their P&Ls

Omnicom’s drive to “reduce middlemen” is showing up in how its agencies talk to publishers.

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