• by Joe Mandese  @mp_joemandese, August 9, 2023

IPG Mediabrands' UM unit this morning announced the launch of a new retail media budget allocation and optimization tool capable of analyzing and managing the return-on-investment of retail media buys.

Dubbed "Shoptimizer" (see screenshot above), UM claims it is a "first-of-its-kind" for the ad industry, and disclosed results of a test phase of various commerce brands generating a "12% to 15% increase in incremental sales."

"Shoptimizer is our latest data- and tech-fueled innovation," UM U.S. CEO W. Joe DeMiero said in a statement, adding: “This new tool gives our clients more flexibility and efficiency in spending, based on real-time data.” 

The tool is part of IPG Mediabrands' recently announced Unified Retail Media Solution, a dedicated business unit that enables brands to manage retail media network buys.