The unusual FTC arrangement may integrate omnicom-IPG to harm news means

Connecting the two giants advertising, omnicom and interpline Group, are moving forward, but with an unusual warning.

With the Trump administration trying to fight what it considers a bias to combat the province in America, the Federal Trade Committee accepted a The proposed approval order This would prevent companies from boycotting advertising sellers based on their political or ideological views.

Under the request, advertisers still can choose the place of operation of their ads, but agencies cannot direct advertising spending based on political considerations and cannot rely on the “exclusion lists” that are based on these views.

Given that many great advertisers do not want their ads to appear on or near sensitive content, it may lead to pushing them away from the news.

Brian Weser, an advertising analyst for a long time, said that Monday by FTC is completely politicized the ads and puts the already weak news in more danger.

“The news was already in a risky position,” he said. “It is easier to avoid it completely.” And he expected that other agencies will be followed by omnicom and IPG.

“Nobody wants to make himself a goal,” he added.

Weshir also said that despite the intention of the regime, he will not necessarily help publishers or conservative platforms. With the presence of agencies that refrain from advising advertisers, brands may adhere to the large outlets they already know-such as the New York Times.

This opinion was repeated by the other people in the advertising industry, some of them said they saw technology giants such as Meta and Google as potential beneficiaries.

The agency, the former Exec, said the agents and the consultant now, said the agencies will rely on algorithms to make advertising decisions, and at the end itself.

At some point, one of them will say, “Why do I have an agency? Marketing revolves around the perspective.

The news was actually pressing

Many brands have always avoided advertising with news methods, although studies have argued that advertising on news does not negatively affect the brand’s perception. This practice has gained Steam, technology companies such as integrated advertising sciences and Doubleverify, which direct ads away from the platforms it considers “unsafe brand” or “inappropriate”.

Even during large news courses like an epidemic, news publishers often struggle to liquefy nails in the audience. This, the rise of technology giants, put pressure on publishers. There were approximately 5,000 discounts at work in news work in 2024, according to OutPlacement Challenger, Gray and ChristmasThe highest since 2020, when about 16,000 news discounts recorded.

With Trump’s rise, the brand safety entered culture wars. Trump’s allies have argued that advertisers boycotted conservative news sites.

Last year, Elon Musk’s X Passed SIDS, including Mars, LEGO and Nestlé, claimed that they colluded in the platform illegally boycotting. The advertisers took back, and described his innovation as an attempt by X to decline the advertising revenues that you lost after Musk bought the platform and the individual advertisers. Musk played an influential role in the Trump administration to leave his position in May.

Another suit of Rumble, a popular video platform for conservatives. Rumble Diageo, AD Holding Company WPP, and a commercial group of collusion to boycott the platform. The defendants denied that there was a conspiracy and the Ramble argued that was not an attractive platform for them.

The legal procedure came from the other side of the political corridor on Monday.

Media Matters for Americana, a liberal group of liberal, sued FTC, stating that the agency was missing its reports on X and Musk.

“The Trump administration has proven that it will not hesitate to misuse the federal government authorities to undermine the first amendment and the opposition.” “This very political investigation into the Federal Investigation Committee is part of this playing book.”

“The Devil will be in detail”

The request confirms that brands can still announce the place they want. This will make the demand for control in theory in theory of brands and agencies.

But the matter does not specify “political or ideological views”, which may lead to strange situations where a racist content can be considered ideologically.

“Satan will be in detail and enforcing,” he said.

Jay Battel, a marketing service analyst at Forster, said the big winners are the advertising companies, which are close to the integration. Compliance with the request will be a burden in the beginning and can frighten some customers away. But in the long run, its fruits will come against omnicom, which will get a great advantage with advertisers when at the end you are able to combine all sales services and marketing with IPG.

Omnicom and IPG presidents issued a “mutual acceptable” statement.

“We are pleased that our treatment with Interpublic has cleared this important organizational obstacle,” said John Warren, Chairman and CEO of OMNICOM.

“Today’s news is a noticeable step forward in the process of combining our companies and its deep complexes of talents, complementary capabilities and geographical power,” added Philip Krakovsky, CEO of Interpublic.

Omnicom wants to seize IPG and create the largest advertising agency company, with $ 25 billion revenues based on 2024 numbers. If it is approved in the second half of the year, the deal can better equip companies to bear the threat posed by agencies of artificial intelligence and automation.