The deal, announced on Monday, is expected to attract regulatory scrutiny as it seeks to merge the world’s third-largest ad buyer with the fourth-largest
, creating the world’s largest advertising agency as traditional players look to better compete with Big Tech firms amid accelerating use of AI.
Interpublic’s shares, down more than 10 per cent year to date, were up nearly 15 per cent in premarket trading. Omnicom fell 4 per cent. Tech giants such as Alphabet-owned Google and Amazon.com have in recent years attracted marketing dollars away from traditional agencies by offering both advertising tools and marketplaces to buy and sell them.
“An integration of this size would be unprecedented and likely challenging. The winners in this kind of transaction could end up being the newco’s biggest rivals who would use the deal to try to steal clients and talent,” Nathanson said.
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