MAM
The Trade Desk says Omnicom audit finds no discrepancies amid Publicis dispute
Big Four review finds no issues while rival flags hidden fees, fuelling industry-wide scrutiny of ad tech pricing
NEW YORK: The battle over ad tech transparency is heating up. Omnicom has ordered a third-party audit of The Trade Desk, even as rival Publicis Groupe doubles down on allegations of hidden fees, dragging the demand-side platform into a widening industry reckoning.
According to reports by AdAge and Campaign Asia-Pacific, Omnicom informed clients it had commissioned an independent review of The Trade Desk’s contracts and billing practices, a move triggered by Publicis Groupe’s earlier audit that claimed to have uncovered undisclosed charges linked to certain features and services.
Omnicom said the audit, to be conducted by one of the Big Four accounting firms, is aimed at independently verifying how The Trade Desk structures and prices its services. The identity of the auditor has not been disclosed.
The Trade Desk, however, has sought to steady nerves. The company confirmed the review, describing it as routine oversight within a long-standing partnership built on “shared commitments to transparency, innovation and performance”. It added that Omnicom Media’s ongoing analyses and reviews “have not identified any issues”.
That stands in stark contrast to Publicis Groupe’s findings. The French holding company had appointed FirmDecisions to conduct its audit and subsequently advised clients to avoid using The Trade Desk’s platform, alleging that fees had been improperly applied, including to tools clients were automatically enrolled into.
The Trade Desk pushed back, questioning the credibility of FirmDecisions as an auditor and disputing the claims. It said certain data requested during the audit could not be shared due to confidentiality obligations tied to contracts with other holding companies and third parties.
At the centre of the storm is Jeff Green, founder and chief executive of The Trade Desk, who has publicly defended the company’s model. In a LinkedIn post, Green said the platform was built to be “transparent and buyer-aligned”, insisting it had not failed any audit. He also rejected demands for broader disclosure, citing “ambiguous audit rights” and confidentiality constraints.
Green did not hold back on the wider ecosystem either, arguing that parts of the industry publicly champion transparency while benefiting from inefficiencies in programmatic trading. He also criticised agency practices such as principal media buying, where inventory is resold at a markup, underscoring long-simmering tensions.
The dispute comes at a time when the economics of ad tech are shifting fast. Agencies, which control vast programmatic budgets, are under pressure to cut costs and are increasingly exploring direct relationships with publishers and connected television platforms to streamline supply paths. Meanwhile, heavyweight platforms such as Amazon and Google have squeezed fees, making it harder for independent players to compete.
The Trade Desk has positioned itself as a neutral alternative to these walled gardens, arguing that unlike Amazon and Google, it does not own media properties competing for advertiser spend. Yet its recent push to engage brands directly has unsettled agency partners, further straining ties.
What began as a technical audit has now snowballed into a full-blown industry flashpoint. With Omnicom finding no issues, Publicis crying foul and The Trade Desk digging in, the fight over transparency, pricing and power in programmatic advertising is no longer simmering in the background. It is out in the open, and it is only getting louder.
Brands
Havas reports solid Q1 2026 with 2.5 per cent organic net revenue growth
Advertising group maintains positive momentum and confirms full-year guidance.
MUMBAI: Havas has started 2026 on a strong note proving that even in uncertain times, its converged model continues to deliver. The global advertising and communications group reported net revenue of €638 million for the first quarter of 2026, representing organic growth of +2.5 per cent compared to the same period last year. This performance was driven particularly by a robust +7.4 per cent organic growth in the United States.
Total revenue for the quarter reached €667 million, with organic growth of +2.8 per cent. Recent acquisitions contributed a positive scope impact of +1.7 per cent, while foreign exchange movements had a negative impact of -5.8 per cent, mainly due to the US dollar and British pound.
Europe, which accounts for 50 per cent of net revenue, delivered +1.1 per cent organic growth, supported by a good performance in France. North America (36 per cent of net revenue) led the way with +7.4 per cent growth, thanks to strong contributions from both Havas Creative and Havas Media. APAC & Africa (8 per cent) saw a decline of -6.2 per cent, while Latin America (6 per cent) remained nearly stable at -0.6 per cent.
Havas chairman and CEO Yannick Bolloré said, “Havas has started 2026 on a solid footing, continuing its momentum and delivering organic growth in net revenue of +2.5 per cent. This performance, in line with our full-year 2026 guidance, was driven in particular by continued strength in the US.”
The group also continued its bolt-on acquisition strategy, acquiring majority stakes in four agencies during the quarter: Acento Public Affairs (Spain), Ctrl Digital (Sweden), Styleheads (Germany), and Eyesight (France).
Havas maintained its strong creative reputation, ranking as a top holding company in the WARC Creative 100 for the sixth consecutive year, with three agencies BETC, Havas Paris, and Havas India placing in the Top 50.
Looking ahead, Havas confirmed its 2026 guidance: organic net revenue growth between +2.0 per cent and +3.0 per cent, adjusted EBIT margin between 13.2 per cent and 13.5 per cent, and a dividend payout ratio of around 40 per cent. The group also reiterated its medium-term targets for 2028.
Despite ongoing macroeconomic and geopolitical uncertainty, Havas enters the rest of the year with solid fundamentals and confidence in its ability to deliver sustainable, profitable growth.
In a challenging environment, Havas is proving that its integrated, client-centric model remains resilient delivering steady growth while continuing to invest in creativity and innovation. The first quarter results suggest the group is well-positioned to navigate the year ahead with confidence.
