He stressed that it is consumer expectation of consistency which has demanded an natural outgrowth marketers are now forced to answers. S4 Capital founder Sir Martin Sorrell told a panel at CES that the ad industry is moving on from the single - client model . Sorrell claimed his company 's more unified structure better meets the needs of clients than the holding company set - up , which he said has become too fragmented . Pete Kim , CEO of MightyHive , which was recently acquired by S4 , said the consolidation of the adtech industry is inevitable . He told the audience : " Fragmentation is the enemy of speed and we have the opportunity to unite the creative and media function in a way that has n’t been possible for decades . "
S4 Capital founder Sir Martin Sorrell told a panel at CES that the ad industry is moving on from the single - client model . Sorrell claimed his company 's more unified structure better meets the needs of clients than the holding company set - up , which he said has become too fragmented . Pete Kim , CEO of MightyHive , which was recently acquired by S4 , said the consolidation of the adtech industry is inevitable . He told the audience : " Fragmentation is the enemy of speed and we have the opportunity to unite the creative and media function in a way that has n’t been possible for decades . "