Advertising Agencies - Media Buying: Market Size & Forecast 2026

The global media buying agencies and representative firms market reached approximately USD 75.5 billion in 2025, anchored by a dual structure of holding-company media networks (Omnicom Media Group, Publicis Media, WPP Media) and independent agencies (Brainlabs, Stagwell, Butler/Till). The market grows at roughly 4.7% CAGR through 2032 in our base case, reaching approximately USD 106 billion by the end of the forecast period. Pricing power sits with suppliers: the recent Omnicom-IPG merger concentrates billings, while agentic media buying technology creates structural cost pressure on traditional agency labour models. > **Analyst Take.** The Omnicom-IPG merger concentrates roughly 20% of global agency billings into one entity, but the real procurement risk sits below the surface: media platform dependency, rebate opacity, and agentic technology displacement. The call is to separate the ad

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