• by Joe Mandese  @mp_joemandese, August 13, 2024

GroupM this morning announced what it described as an exclusive "integrated commerce solution" with Pacvue, a platform managing commerce and analytics across major retail marketplaces, including Amazon, Walmart, Instacart, Kroger and others.

While GroupM already worked with Pacvue, and the platform lists other big agencies -- including IPG Mediabrands, Publicis Media and Wunderman Thompson -- among its partners, GroupM described the expansion as a "joint solution," and cited three elements as being exclusive to GroupM:

• 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.

The deal comes as big agency holding companies are making deep investments to accelerate their capabilities -- as well as data access -- in commerce and retail media.