Ebiquity vs ID Comms

Retail Media Can Build Brands—Including Ways Other Media Can’t

This opinion column argues that retail media, often dismissed as performance-only, is a powerful brand-building channel. It challenges Mark Ritson's critique by citing research from Binet & Fields and Ebiquity that brand building should account for 55-60% of ad spend, while most budgets go to performance. The author claims retail media offers reach, mental availability, and higher ROI, citing Emarketer data showing its share across formats. P&G's off-site retail media investment reportedly doubled in a year. The piece advises shifting budgets from low-performing performance channels and black-box AI tools to retail media, emphasizing causal modeling over MMM to reveal its true value. It positions retail media as a complement to TV, not a threat.

• Emarketer data shows retail media constitutes 29% of search, 11% of programmatic display/video, 6% of social, 16% of CTV, and 15% of DOOH ad spend.
• Sensor Tower data indicates Procter & Gamble's off-site retail media investment more than doubled in the past year.
• According to the article, 70% of marketers say their marketing mix models do not account for retail media.

Coca-Cola’s Media Pivot: Lessons For CMOs From Pepsi’s Power Play

ID Comms publishes a new article analyzing Coca-Cola's media strategy pivot, drawing lessons from Pepsi's approach. The piece is authored by ID Comms #GetGoodAtMedia and published on September 11, 2026.

Mediasense, Consultancies Brace for Busy Second Half

Digiday's Media Buying Briefing reports that consultancies that run agency review processes are preparing for increased activity in the second half of 2026 after a wave of account moves in H1. The article names consultancies — including Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity — as firms often hired to orchestrate prolonged media and creative partner reviews. It also notes that large advertiser activity (with Coca-Cola mentioned as potentially in play) could drive more review work. The briefing is part of Digiday+’s weekly Media Buying Briefing for industry subscribers and highlights the importance for agencies of knowing the main consultancy players if they want to be considered for pitches.

• Digiday published the Media Buying Briefing on 2026-07-13.
• Companies named as consultancies in the article: Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity.
• The article says the media industry saw a large number of accounts change hands in the first half of 2026 and expects an active second half, with Coca-Cola mentioned as 'in play'.