OOMCOmnicom Group Inc.

Omnicom is a holding company of advertising agencies: it buys media placement and devises campaigns for a share of the client's budget.

A large advertiser does not negotiate with every outlet itself: the agency buys placement wholesale, gets better terms for volume and allocates the budget across channels. The other half of the work is creative: the campaign idea itself, the production, the adaptation for dozens of markets.

The industry is under pressure from two directions. The largest platforms sell advertising directly through self-service, and automated content generation cheapens what agencies were once paid for. The answer is consolidation: combining with another large holding company should deliver scale in buying and in data. The company pays a high dividend.