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.
That kind of rhetoric isn’t wholly new to publishers, who have heard versions of “we’re trying to put more money your way” for years. What has changed, according to an exec, is the candor: they had “never heard an agency so openly admit” it is actively steering away from parts of the ad tech chain, before.
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