ROTH’s Expert Panel on January 23rd, moderated by Rohit Kulkarni and Mike Lesser, brought some of the most influential voices in advertising together to discuss the emerging IPG/Omnicom merger.
The panelists included Udayan Bose, Founder and CEO of NetElixir; Matt Prohaska, CEO of Prohaska Consulting; and Alan Chapell, privacy and ad-tech expert from Chapell & Associates. Together, they dissected the implications of this merger on agencies, clients, and the broader industry.
What the IPG/Omnicom Merger Means for Advertising: Udayan Bose Weighs In
Udayan contributed sharp, thought-provoking commentary, shedding light on the challenges and opportunities for agencies in a landscape dominated by big tech and shifting client priorities. Below are some of his key contributions:
1. Evolving Value of Agencies
Bose posed a provocative question: “What is the real value of an agency at this point in time?”
He highlighted how the rise of specialized tech firms has challenged the conventional agency model. “The entire concept of specialized agencies has really taken root, and many of these firms are now delivering solutions that address specific client needs more effectively,” he noted.
2. Impact of AI on Advertising
Bose forecasted a significant shift in agency-client dynamics due to AI, saying: “Some of the impacts which AI may have in the next five years can be quite substantial—not just in how agencies operate but also in the value expectations from clients.”
He emphasized that staying nimble and innovative will be critical for agencies to maintain relevance.
3. The Future of Media Buying and Data
Bose raised concerns about third-party data in the merger, noting that it introduces conflicts of interest, especially where there’s overlap. He questioned the long-term effectiveness and privacy implications of relying on such data for client solutions.
Addressing the challenges of using client data responsibly, Bose explained how NetElixir uses its proprietary LXRInsights platform: “We’ve built a machine learning and predictive analytics platform that uses first-party data in a fully anonymized way to craft audience personas for Google and Meta. It’s about bridging compliance with innovation while respecting privacy regulations like GDPR and CCPA.”
Don’t Miss Out—Catch the Insights Shaping the Future
Bose’s commentary highlights the significant shifts impacting the advertising industry. To stay ahead, dive into NetElixir’s 10 Digital Marketing Trends for 2025 to get key insights on navigating the evolving landscape.
