• by Joe Mandese  @mp_joemandese, Yesterday

If commerce truly is the new king of media, then PMG is adding a new jewel to its crown, acquiring Boston-based retail media shop Momentum Commerce.

Terms were not disclosed, but privately held Momentum adds 45 people to PMG's rapidly growing worldwide organization, as well as experience in retail media and marketing across Amazon, Walmart, Target, Instacart, and other retail platforms.

The five-year-old shop manages half a billion dollars in retail media spending, driving $10 billion in retail sales.

The deal also integrates Momentum's proprietary "Velocity" commerce tech and data platform into PMG's already deep stack.

AI-powered Velocity tracks more than 37 million products and 880,000 brands, generating insights across pricing, advertising, and category performance (see demo on LinkedIn here).

PMG said Velocity will be integrated into its own proprietary Alli operating system.

“This acquisition accelerates our vision to help brands navigate the modern commerce landscape through a fully integrated approach,” PMG CEO and founder George Popstefanov said in a statement, adding: “Momentum Commerce has built something exceptional: world-class talent, proprietary tech, and a relentless focus on impact. Together, we will raise the standard for turning data-driven retail insights into real-world growth for brands.”

Momentum Commerce Founder and CEO John Shea will continue in a leadership role at PMG, overseeing a newly formed "Commerce Center of Excellence."

In addition to expanding PMG's footprint in the Northeast -- the deal strengthens PMG’s already deep portfolio of retail customers, including Crate & Barrel, J.Crew, Kohler, Lilly Pulitzer, Petco, and Sephora.

It brings PMG's global workforce to 1,000 employees.