Media Buying Briefing: Who controls the balance of power between retail media and media agencies?

It may not be the only one in the marketing landscape, but there’s a power struggle happening in the world of commerce media. It’s a tale as old as Amazon itself — and for the record, Amazon is 30 years old.

Last week’s news that agency holding company Publicis Groupe was acquiring Mars United Commerce was just the latest maneuver to gain a better foothold for agencies and their brand clients. It’s a move that’s meant to cement Publicis as the dominant agent in the world of connected commerce. 

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