Ad giants grow in influence and scope of marketing and advertisement using acquisitions to adjust the digital strategies to support the changing needs of reaching consumers worldwide.

Influencer marketing has suddenly become a $33 billion industry worldwide and leading advertising holding organizations are being huge on their buying sprees. Influencer-led campaigns used to be a part of a niche strategy, but now they occupy a leading position in contemporary marketing and advertisement budgets.

The global third-largest advertising company, the Publicis Groupe has been on an aggressive expansion strategy in its digital portfolio. In 2024 it purchased AI-driven Influential and Captiv8 and BR Media Group in Latin America, respectively. These platforms are connected to the Publicis Epsilon unit where data-driven, global solutions are provided in the influencer campaigns.

Influencer marketing Stagwell, a U.S.-listed marketing and communications firm, acquired an Israeli-based influencer platform, LEADERS, which uses artificial intelligence, and WPP also stoked its portfolio by adding Goat, a UK-based influencer marketing company, and Village Marketing in North America to its roster, both of which use artificial intelligence.

According to industry specialists, dedicated influencer businesses have been challenging to establish, as upfront pricing business models and logistical risks are to blame. The acquisitions, according to them, provide instant talent, equipment, and income.

The digital behaviors have changed and as such, influencer marketing has become mandatory not an option. To the marketing and advertisement titans, these strategic positions will see them on the forefront in the second act of the digital consumer interaction.