GroupM, WPP’s media investment group, has announced the launch of a global Integrated Commerce Management solution in partnership with leading commerce technology provider, Pacvue. This solution merges GroupM’s proprietary data, insights, and best practices with Pacvue’s cutting-edge technology, breaking down technology silos by seamlessly integrating bespoke 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 in 2024, a significant increase from less than 2% a decade ago. This rapid growth has brought both opportunities and challenges for brands, often leading to a fragmented landscape of data and technology providers that struggle to effectively capture the nuances of retail. In response, this co-engineered solution prioritizes simplicity and connectivity, providing media teams and brands with a more comprehensive understanding of their business.
“Our focus is on how we use technology to answer our clients’ business problems, drive incrementality, and simplify operational complexity. Our work with Pacvue makes that possible across markets, giving our clients the leading edge in a space where innovation has to be a constant,” said Samantha Bukowski, GroupM’s Global Head of Commerce.
The joint solution boasts exclusive, unique features for all GroupM clients, utilizing Pacvue across three core areas:
Insights: Access to unified Amazon Marketing Cloud (AMC) Analytics via the direct integration of GroupM’s best-in-class diagnostics and visualizations. Based on GroupM’s AMC Maturity Framework, teams are able to leverage bespoke queries and visuals to derive more powerful business insights, make optimization decisions, and create/deploy custom audiences in Amazon DSP all in one seamless platform. The streamlining of these features and capabilities within our Integrated Commerce Measurement solution with Pacvue will increase our speed to market for planning and activation on behalf of our clients.
Media Management: Over ten custom GroupM rules and algorithms can be applied through one-click enablement in a streamlined user interface, improving performance and reducing campaign setup times. Exclusive data integrations powered by GroupM, and early access to newly integrated retailers and channels provided by Pacvue, give clients a significant performance advantage.
Retail Operations: To meet the increasing demand for integrated management of retail operations and media, the solution merges both functions in one easy to use interface and reporting dashboard, enabling clients to holistically monitor media, 3P content hijacking, content syndication and chargebacks.
“This partnership is a testament to our ability to work with partners like GroupM to build innovative and scalable solutions tailored to provide superior, differentiated benefits for clients,” said Melissa Burdick, co-founder and President at Pacvue. “The platform is designed to unify media management and retail operations, offering a seamless experience that empowers brand partners to stay ahead in a dynamic market. By leveraging our combined expertise, we are enabling brands to gain deeper insights, optimize strategies and unlock new opportunities for growth and success.”
