Hasta La Creative!

Throughout an earnings call to discuss Omnicom’s third-quarter results on Tuesday, nearly every analyst asked about the growth potential for so-called programmatic ad buying and its impact on the agency giant, reflecting the broader thirst to understand a new way of doing business and getting paid in the advertising services industry.

Omnicom executives expressed excitement about the fast-growing and lucrative tech-driven buying process, but also tried to tamp down expectations for its immediate impact.

“While this area is relatively new and presents good opportunity for growth, and we are comfortable with our position and investment, it’s still small today,” CEO John Wren said during the call.

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