Horizon Commerce and retail media network software platform Pacvue have expanded their partnership to make it easier for brands to plan, run and measure retail media campaigns from one connected workflow instead of relying on multiple disconnected systems. 

According to the companies, the main goal is to help brands shift advertising budgets toward the campaigns that are generating the best returns. 

The firms said that marketers often struggle because the tools that analyze campaign performance are separate from the tools that buy and manage advertising on retail media networks such as Amazon, Walmart and Target. That can slow decision making and the speed at which campaigns are executed, they said. 

Under the expanded partnership: 

The companies highlighted improved results for Revlon's Mitchum deodorant brand when using the connected approach on Amazon, which led to double-digit increases in weekly sales and a 19-place improvement in the brand’s best seller rank.

There were single-digit gains in paid search revenue and conversion rates.