The Mars Agency has launched two new self-service products, the Marilyn Commerce Media Dashboard and Marilyn Commerce Media Benchmark Database. These tools aim to bolster brands' commerce media measurement and planning capabilities.

The Marilyn Commerce Media Dashboard ingests, normalises, and visualises all global campaign results in one place, allowing for easy analysis and comparison of Commerce Marketing performance across all vendors. The Marilyn Commerce Media Benchmark Database extends brands' ability to benefit from data across thousands of past campaigns, providing benchmarks at the retailer, category, and brand-levels.

These products work in conjunction with Marilyn, the agency's Commerce Marketing technology platform, to provide brands with visibility into their Total Business Impact.

Ethan Goodman, SVP of Media at The Mars Agency, stated, “As investments in the retail media space continue to grow, brands are scrutinising retail measurement more than ever, spurring an evolution and proliferation of best practices.” He added, “Bringing transparency, better measurement, and deeper insights to retail media through the brand-direct, puts our client partners in the driver’s seat to guide commerce media programs that can respond to specific market opportunities that will impact their business.”

After evaluating 20,000 campaigns, The Mars Agency found that clients who utilised Marilyn insights to optimise investments improved their Commerce Media performance by an average of 21% year-over-year.

The Mars Agency has seen significant growth in the past 10 months, with nearly $1.2 billion in commerce media spend currently planned and/or executed. Commerce media has also fuelled a 59% increase in year-to-date billings for The Mars Agency.

Goodman concluded, “We are excited to bring our brand partners directly onto our platforms, aligning with the 100+ experts in our network who are focused exclusively on commerce media. Now our brand partners can be as embedded as we are with every retailer media network and develop the in-house know-how to connect digital and physical experiences to drive conversion. In turn, we can forge valuable strategic partnerships with brands on our platform that will yield significant mutual benefits.”