(As an aside: Even within digital, WPP's mix is changing dramatically. In 2013, GroupM spent more with Yahoo than Facebook, GroupM Chief Digital Officer Rob Norman told an audience at AdExchanger's Programmatic I/O conference last month. With Facebook's stunning ad revenue growth – 82% in Q1 – it's unlikely that pattern would repeat in 2014.)
Speaking of rivals, Omnicom Group, IPG and MDC Partners have also reported Q1 strength in digital media investment, driven in part by data-augmented buying.
For Omnicom Group, Q1 brought an uptick in programmatic interest from branding advertising clients – a fairly new trend that appears to be gaining steam. "Within the brand advertising category, we had very strong overall growth in media, including high double-digit increases in search and programmatic buying."