- NEXN
- NIQ
- QUAD
AI adoption, growing demand for measurable returns, and the continued shift toward digital, connected TV and retail media are reshaping the Advertising and Marketing industry. Advanced audience targeting, data-driven measurement and performance-based advertising are increasing demand for actionable insights and demonstrable campaign ROI, positioning Nexxen International NEXN and NIQ Global Intelligence NIQ to benefit from these trends. Meanwhile, Quad/Graphics QUAD is expanding its digital, experiential, data and analytics capabilities to help clients navigate increasingly fragmented media channels. These capabilities position the companies to capture a greater share of advertising budgets as marketers increasingly prioritize targeted, measurable and cross-channel campaigns.
However, persistent macroeconomic uncertainty, pricing pressure and structural declines in print and other traditional advertising formats remain challenges, particularly for companies with greater exposure to legacy media.
The Advertising and Marketing industry encompasses market intelligence, data analytics, media planning and buying, digital advertising, branding, direct marketing, public relations, print, cinema and out-of-home advertising. Its diverse participants range from global agency networks and data-driven advertising platforms to specialized marketing, printing and traditional-media providers. Industry growth is increasingly shifting toward digital, social, connected TV, retail media and performance-based campaigns as advertisers prioritize precise targeting, first-party data and measurable returns. AI is accelerating this transition by improving content development, audience targeting, campaign optimization and analytics, while also increasing competitive and pricing pressures. Meanwhile, print, linear television and other traditional formats face structural challenges.
What’s Shaping the Future of the Industry?
AI, Proprietary Data and Measurable Outcomes Are Reshaping Advertising Services: AI is transforming content creation, media planning, audience targeting, analytics, campaign optimization and customer intelligence. At the same time, advertisers increasingly demand measurable returns rather than simply broad audience reach, making first-party data, attribution and performance measurement more valuable. Digital channels are particularly attractive because they provide stronger targeting, flexibility and attribution capabilities.
These trends create opportunities for NEXN, DRCT, FLNT, STGW, OMC and WPP to monetize proprietary data, improve campaign effectiveness and deliver more integrated offerings spanning media, technology, customer intelligence and measurement. Omnicom is focusing on agentic marketing and AI-driven discovery, while WPP continues to develop its WPP Open platform. However, AI also creates pricing and productivity pressure by automating portions of traditional creative, media and analytics work.
