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Advertisers will demand more from CTV

With a growing share of media investment going to CTV, sellers will need to adapt to buyer expectations of transparency and flexibility. Our CTV-SSI initiative is leading the charge in this area

The lines between commerce and media will continue to blur

The ongoing digital transformation of both media and commerce is enabling new consumer experiences and new advertiser capabilities. Omnicom’s Transact unit delivers a holistic commerce approach that lets our client maximize this opportunity

New techniques will help close the performance and measurement gap

To manage signal loss, AI and Machine Learning techniques will be applied at greater scale to drive media performance and measurement. Algorithmic bid strategies and data clean rooms are two good examples of how we bring this to life for our clients.