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BREAKING · AI

Inside the agency holding companies quietly building their own foundation models

Three of the six largest holding groups now run proprietary model training, not to compete with OpenAI, but to own the layer that touches client data.

By Jordan Ellis · 6 min read · 2 hours ago

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2026 MARTECH BENCHMARK GUIDE

Where 200 marketing teams actually rank on stack maturity

Retail media has overtaken paid search as the fastest-growing budget line — see the full ranking and methodology.

Inside the agency holding companies quietly building their own foundation models

The M&A wave nobody saw coming this quarter

Built for brands managing first-party data at scale

Why three major brands pulled their AI - generated campaigns

Reddit ads jump 64 per cent as Huffman pitches "the antidote to an automated web"

Amazon ads grow 26 per cent as Anthropic stake delivers a US$53 billion windfall

X and the WFA end the GARM lawsuit, and advertisers give up more than they get

Meta's ad machine grows 27% but the AI bill is now landing on advertisers

Sky News Australia is now News24: what the biggest news rebrand of the year means for advertisers

Paramount+ plans a "free front porch" and it is really an ad and data play

Meta's ad machine grows 27% but the AI bill is now landing on advertisers

Meta's big AI optimism ad is soundtracked by a song about the end of the world

OpenAI hires from Meta and Google to sell ChatGPT ads in Australia

PR industry moves on AI governance as CPRA launches national working group

The SHWAY Daily Briefing

Where 200 marketing teams actually rank on stack maturity

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Northgate

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