Commerce leaders join forces to guide clients through the evolving advertising landscape, bridging the retail and media sectors.
GroupM, WPP’s media investment group, has introduced a global Integrated Commerce Management solution in collaboration with Pacvue, a leading commerce technology provider. This solution combines GroupM’s specialized data, insights, and best practices with Pacvue’s advanced technology to break down silos and unify custom insights, media management, and retail operations exclusively for GroupM clients.
According to GroupM’s This Year Next Year Mid-Year forecast, retail media remains the fastest-growing segment in digital advertising and is projected to account for 15.1% of total global ad revenue by 2024, up from under 2% a decade ago. This surge has created both opportunities and complexities for brands, often resulting in disconnected data and technology providers unable to capture the intricacies of retail effectively. The co-developed solution addresses these challenges with a focus on simplicity and connectivity, offering media teams and brands a clearer business overview.
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“Our priority is using technology to solve our clients’ business challenges, drive growth, and reduce operational complexity. Our partnership with Pacvue enables this across multiple markets, giving our clients a competitive advantage in a constantly evolving landscape,” stated Samantha Bukowski, GroupM’s Global Head of Commerce.
The joint solution provides exclusive features for GroupM clients, leveraging Pacvue in three primary areas:
- Insights: Through direct integration with GroupM’s diagnostic tools and visualizations, clients gain access to unified Amazon Marketing Cloud (AMC) Analytics. Based on GroupM’s AMC Maturity Framework, teams can use custom queries and visuals to extract meaningful business insights, optimize decisions, and create/deploy custom audiences in Amazon DSP within a single platform. This streamlined approach within the Integrated Commerce Measurement solution accelerates planning and activation for clients.
- Media Management: Over ten custom GroupM rules and algorithms are available with one-click activation through a user-friendly interface, enhancing performance and reducing campaign setup time. Clients benefit from exclusive data integrations powered by GroupM, along with early access to newly integrated retailers and channels provided by Pacvue.
- Retail Operations: Addressing the growing need for integrated management of retail operations and media, the solution combines these functions in a single interface with a comprehensive reporting dashboard. This allows clients to monitor media, 3P content hijacking, content syndication, and chargebacks holistically.
“This partnership highlights our ability to collaborate with GroupM in creating innovative, scalable solutions that deliver unique advantages to clients,” said Melissa Burdick, co-founder and President at Pacvue. “Our platform unifies media management and retail operations, offering a seamless experience that empowers brands to stay competitive in a dynamic market. By combining our expertise, we’re enabling brands to gain deeper insights, optimize strategies, and unlock new growth opportunities.”