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# Buyers push Q4 dollars to retail, social and video as storm clouds gather
- URL: https://www.medianexis.com/buyers-push-q4-dollars-to-retail-social-and-video-as-storm-clouds-gather/
- Published: 2026-10-27T14:28:02.000Z
- Updated: 2026-10-27T14:28:03.000Z
- Description: Digiday’s Sam Bradley reports that advertisers are funneling Q4 media dollars into social, video and retail media, lifting year-on-year spend, even as Omnicom, Havas and Publicis post positive Q3 growth while WPP and Dentsu results remain pending.
- Author: The Signals Desk
- Tags: Agencies, Sam Bradley, Digiday Media Buying Briefing: Q4 spend retail/social

**Why it matters.** Buyers are bracing for political-spending shocks to disrupt holiday-quarter confidence even as holdco earnings so far look healthy.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Sam Bradley*](https://www.medianexis.com/tag/by-sam-bradley/) *·* [*read the original*](https://digiday.com/media-buying/media-buying-briefing-brands-push-toward-retail-and-social-while-buyers-ponder-storm-clouds/?ref=medianexis.com)*.*