2026년에 광고 운영 모델이 되는 에이전틱 오케스트레이션

This IDC Perspective examines how agentic AI orchestration platforms (Publicis Groupe's CoreAI, Omnicom's Flywheel + Annalect AI, and WPP Media Open Intelligence) are turning closed-loop advertising into a business cycle flywheel for the 2026-2030 window. It quantifies the device foundation (mobile + CTV) and channel overlays (social and retail media networks) against the worldwide 2025-2030 forecast, maps the ecosystem partners that close the loop (Amazon, Walmart Connect, TTD, LiveRamp, Vizio, Samsung, YouTube/Google TV), and frames three reusable archetype activation stacks (archetype 1, Amazon + Roku, championed by Omnicom; archetype 2, Walmart-Vizio, championed by Publicis Groupe, and archetype 3, walled garden + clean room, championed by WPP Media) that buyers can use to choose a primary closed-loop architecture and the agency of record that follows from it. This document also flags the free ad-supported streaming TV (FAST) and live event streaming measurement gap, assesses the impact of the 2025 Omnicom-IPG combination on holding company concentration, and May 2026 Publicis Groupe-LiveRamp announcement on the identity layer. It also introduces the independent advisor layer: management consulting practices outside the holding companies that help buyers build and run commerce media businesses on their own terms, with McKinsey & Company's commerce media practice as the neutral advisor case in point and Accenture Song as the hybrid advisory and execution alternative."The closed loop is no longer a thesis; it is the operating model. Picking a primary archetype, such as Amazon + Roku, Walmart-Vizio, or walled garden + clean room, is now the same decision as picking an agency of record. Advertisers that make the pick deliberately will pull further ahead of those who run all three in parallel every quarter the flywheel turns," says Alex Holtz, research director on worldwide media and entertainment digital strategies, IDC.

Executive snapshot

• Key takeaways
• Recommended actions

Situation overview

• The closed loop is the unit of work in 2026
• The agentic orchestration layer: Three holding companies, three approaches
• Publicis Groupe - CoreAI
• Omnicom - Flywheel, Digital Display Campaign Network, and Annalect (post-IPG)
• WPP Media - WPP Media and Open Intelligence
• The ecosystem partners that close the loop
• TTD
• Amazon Ads and Amazon DSP
• Walmart Connect
• LiveRamp (Publicis Groupe)
• Epsilon COREid (Publicis Groupe)
• Vizio Inscape (now Walmart)
• Samsung Ads and Tizen ACR
• Google (Display & Video 360, YouTube, and Google TV)
• Three best matchup archetype stacks
  • A1 - Amazon and Roku commerce + reach: Amazon Ads and Amazon DSP + Roku and the Roku Channel + TTD
    • Natural champion: Omnicom
  • A2 - Walmart-Vizio commerce closed loop: Walmart Connect + Vizio Inscape + TTD + LiveRamp
    • Natural champion: Publicis Groupe
  • A3 - Walled garden + clean room: YouTube and Google TV + first-party clean room data + Meta/TikTok on the social side
    • Natural champion: WPP Media
• How to read the matchups
• The adjunct loop: Social commerce sits outside the three archetypes
• The independent advisor layer: Consulting services outside the holding companies
• McKinsey & Company: Commerce media practice
  • What it delivers and at what timing
  • The build-operate-transfer capability handoff
  • Staffing, convening, and assets
  • Neutrality as the operative reason to engage an independent advisor
• Accenture: The hybrid full-stack alternative
  • Monetization focus: The retail and commerce media network workflow
• FAST and live event streaming - The measurement gap

Future outlook

• The orchestration layer consolidates around three or four agentic platforms
• Retail media compounds faster than the headline forecast suggests
• The three archetypes diverge in defensibility through 2030
• CTV measurement converges, and the FAST and live sports gap closes
• Publicis Groupe-LiveRamp reorders the identity layer
• The flywheel widens the gap between the leading 50 advertisers and the rest
• The Omnicom-IPG combination, closed in 2025, accelerated concentration

Advice for the technology buyer

• Audit the orchestration layer your agency is running
• Pick a primary archetype stack and resource it properly
• Insist on identity portability
• Allocate ahead of the measurement gap
• Map your roster against the post-Omnicom-IPG market
• Engage an independent advisor when the trade-offs exceed in-house analytical capacity

Learn more

• Related Research
• Synopsis