IPG MEDIABRANDS COMMERCE: UNIFYING RETAIL MEDIA 

The third wave of digital media has not only arrived, it has accelerated out of the starting blocks at a blistering pace. In a few short months, Retail Media has evolved from something only the major players could offer to a key facet of many large to mid-sized Retailers’ business plans. But with this, brands are experiencing growing pains due to retailer fragmentation, walled gardens and disparate measurement solutions.

To solve this problem, we brought together a team of 500+ global experts in Retail Media strategy, planning, activation and optimization, as well as supporting commerce services. Together, we help brands to manage their retail investment performance seamlessly and with sophistication across all Retail Media Networks.

At the heart of the business is the IPG Mediabrands Retail Media solution, which leverages four key principles that help bring both clarity and openness to the space: Unified Audiences, Unified Measurement, Unified Optimization, and Unified Intelligence.

By creating a library of unified audiences, we enable brands to rapidly scale across Retailers. Brands with limited audience data might opt to use audiences directly from the library, while those with their own predefined audiences might utilize the library to enhance what they already have. In addition, some brands may also want to take advantage of advanced audience solutions from IPG’s partner, Acxiom.

Unified audiences, combined with sophisticated and bespoke data harmonization techniques results in unified measurement, which gives brands a true reflection of performance across all Retail Media Networks.  Having unified measurement, and therefore demystified performance, we then unify optimization by automating campaign updates. Unifying audiences, measurement, and optimization provides us with a rich source of data. We leverage bespoke AI-driven analytics to turn this data into unified intelligence – informing new and improved audiences as well as campaign structures.

Meet the Team

IPG Mediabrands Commerce is comprised of 500+ multi-disciplinary members from across the IPG Mediabrands network.

Contact 

For more information about our Retail Media services and commerce consultancy, please get in touch at [email protected]