Omnicom has closed its acquisition of Interpublic Group (IPG), and now everything the light touches is its advertising kingdom.

The $13.5 billion deal creates the world’s largest advertising network by revenue, overtaking rivals Publicis Groupe and WPP, and the effects are rippling throughout the industry. In addition to its impact on the worlds of brands and agencies, the merger will also significantly affect the TV ad marketplace.

Here are three ways the Omnicom and IPG deal is impacting TV:

1. Scale in buying power

Experts told ADWEEK that added scale in both connected TV (CTV) and broadcast could bring the newly combined company significant buying power.

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