NEW YORK - In a move to enhance its commerce media capabilities, GroupM, the media investment group of WPP (LON:WPP), has announced a strategic partnership with Incremental, a provider of neutral retail media solutions. This collaboration integrates Incremental’s retail media forecasting, planning, and measurement tools into Open Media Studio, GroupM's media delivery platform.
The partnership, unveiled today, aims to address the complexities of planning and measuring retail media by offering GroupM clients AI-driven planning and analytics capabilities. With retail media being the fastest-growing digital segment, forecast to grow by 17.5% in 2024, consistent measurement methodologies are becoming increasingly important for advertisers.
Samantha Bukowski, Global Head of Commerce at GroupM, emphasized the importance of consistent measurement methodologies rooted in true incrementality. The partnership is expected to allow advertisers to plan with specificity for retail while considering their total investments across channels.
The collaboration with Incremental is set to provide GroupM clients with the ability to plan and allocate budgets based on predicted incremental retail sales, optimize campaigns in real time using AI, and access daily incrementality data for informed decision-making.
David Pollet, CEO of Incremental, highlighted the partnership's challenge to the industry to move beyond last-touch metrics and adopt a standardized measure of multi-channel effectiveness. This strategic alignment follows GroupM's recent partnership with Shalion and recognition of WPP as a leader in commerce services.
The new capabilities will first be available in the U.S. market, with plans to expand globally in the future. GroupM, responsible for over $60 billion in annual media investment, continues to strengthen its position by integrating technology and data-driven solutions to improve media investment outcomes for clients.
This report is based on a press release statement from Incremental.
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