Vanaxity insights tagged holding companies - notes on AI content, SEO, GEO and AEO from Van Data Team.
Small agencies can no longer win on independence alone, Ad Age reported in July 2026, as holding companies consolidate and clients ask for proof, not positioning. Ad Age's first Small Agency Network benchmark survey found 71% of AI-mature agencies grew revenue last year against 33% of lighter AI users, a link rather than proof that AI caused the growth. Publicis is winning big accounts without pitches, more than half of independent owners say they'd consider selling, and business buyers now start much of their research in AI tools. The small agencies that win pick a clear focus, build AI into delivery, price on outcomes and make sure buyers can find them, including in AI answers.
