Dentsu

cecf Deep Dive

How the Big Five came to dominate the advertising world

How did a handful of advertising holding companies come to dominate the global landscape? Once built through bold mergers and global expansion, the Big Five ad networks have evolved from traditional agency powerhouses into complex, tech-driven ecosystems. Their evolution speaks as much about the industry itself as it does about the nature of consolidations and corporate power.

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vev Deep Dive
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