GroupM, WPP’s media investment group, is launching a global Integrated Commerce Management solution in collaboration with commerce technology provider, Pacvue.

The new solution aims to eliminate technology silos by unifying bespoke insights, media management, and retail operations exclusively for GroupM clients. This move comes as the retail media segment is experiencing rapid growth in digital advertising, expected to represent 15.1% of total global ad revenue in 2024, up from less than 2% a decade ago.

The partnership leverages GroupM’s custom queries, visualisations, and audience creation logic for AMC and GroupM’s custom optimisation algorithms that enhance campaign performance. Marc Lomas, who joined GroupM as Managing Director of Commerce earlier this year, will oversee the implementation of the solution.

"Our focus is on how we use technology to answer our clients’ business problems, drive incrementality, and simplify operational complexity. Our work with Pacvue makes that possible across markets, giving our clients the leading edge in a space where innovation has to be a constant," said GroupM’s Global Head of Commerce, Samantha Bukowski.

The joint solution offers exclusive features for all GroupM clients, utilising Pacvue across three core areas: Insights, Media Management, and Retail Operations.

"APAC's dynamic ecommerce landscape presents unique opportunities and complexities for brands. Our collaboration with Pacvue blends their cutting-edge technology with our (GroupM) deep regional expertise, delivering a solution tailored to APAC and our clients’ specific needs. This empowers our clients to navigate market nuances, capitalize on emerging opportunities, and drive meaningful results," said Head of Client Growth, GroupM APAC, Nathalie Pellegrini.

Co-founder and President at Pacvue, Melissa Burdick, said: "This partnership is a testament to our ability to work with partners like GroupM to build innovative and scalable solutions tailored to provide superior, differentiated benefits for clients. The platform is designed to unify media management and retail operations, offering a seamless experience that empowers brand partners to stay ahead in a dynamic market. By leveraging our combined expertise, we are enabling brands to gain deeper insights, optimize strategies and unlock new opportunities for growth and success."