Just over a year ago, Omnicom and Publicis Groupe were headed for a mega-marriage, the biggest merger of advertising agencies in the history of the industry. But the $35 billion deal skittered off the rails and now two titans who have had access to each others' playbooks are striking deals with social media and are mounting M&A campaigns. Omnicom struck a $230 million deal through its automated ad buying unit Mopub, now subsidiary of Twitter, while Publicis is expected to strike an ad deal with Facebook. Both companies have seen their stock rise 10 percent over the last 12 months, but what defines each company will be its performance from this point forward.

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