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Agency holding companies have spent big on shoring up their data capabilities in recent years in a bid to future-proof their operations in an industry increasingly dominated by Big Tech names.
First up was Dentsu Aegis Network in 2016 with a billion-dollar purchase of a majority stake in Merkle. Then came IPG putting up $2.3 billion on Acxiom in 2018, and then, there was Publicis forking over $4.4 billion for rival Epsilon.
Opinions vary when it comes to the success of these
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