The two groups will continue to operate independently and compete in pitches for the time being, as the M&A deal could take a year to complete.
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The tech giant has also launched other creative capabilities that can help advertisers better target audiences through AI recommendations and testing.
Media reports indicate that Interpublic Group is being pressured to spend more with X, or its Omnicom deal could face resistance from owner and Donald Trump ally Elon Musk.
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One year on from the debut of Prime Video Ads, how has the streaming service fared in the media landscape?
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