Epsilon / Acxicom / WPP / Liveramp is
I’m doing quite a bit of work on the advertising agency/holdco space at the moment and would really appreciate some views from people actually working in the industry.
My background is more finance/consulting than advertising, so please assume fairly limited prior knowledge!
The main thing I’m trying to understand is: **how important are proprietary data assets in practice when clients are choosing agencies, and are the holdcos’ data capabilities as differentiated as they would have investors believe?**
From the outside, it feels like Publicis/Epsilon is significantly ahead, while WPP is at more of a disadvantage given its lack of a comparable proprietary data asset (albeit it is trying to aggregate and activate data through its Open Intelligence platform). Does Liveramp change this at all?
But how much does that actually matter in what is still, fundamentally, a people business?
interested in any views, including if I’m thinking about the whole thing completely wrong. Commentary from agency, advertiser or adtech people all welcome!