Build versus buy is a false choice. But its something that everyone is talking a
By Jeffreycohen · November 7, 2026 · Curated by George's Blog
Build versus buy is a false choice. But its something that everyone is talking about. The solution is easy...build and partner. Build what give you a moat, buy what others do well.
Power Digital Marketing is a good example of how this works. In August, Power Digital launched Omega, its AI operating system. Growth directors, clients and agents work in one workflow. Agents monitor performance, surface opportunities and execute at scale. People approve the actions. Its intelligence layer, Iris, draws on more than a decade of Power Digital's institutional knowledge.
What Power Digital didn't want to build was the plumbing. By connecting Omega to Skai Agent Connect, its agents get unified spend, performance and pacing data across 200+ retail media networks, without Power Digital maintaining each connection.
John Saunders, their SVP of Innovation, said it plainly: "We want our team building the things that set Omega apart, not rebuilding what already exists."
That's the model I believe in. The partner owns the judgment and the relationship with the client. We bring the connections, the data and the execution. Each side builds what it's best at.
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