GroupM has announced the rollout of a new media-planning tool created explicitly for the burgeoning retail media category — a marketplace GroupM currently benchmarks at more than $125 billion in ad spending, and is projected to surpass television by 2028.
The new retail media planning tool, dubbed Fusion, was developed by GroupM’s Nexus unit and is available for the clients of all GroupM global media networks, including EssenceMediacom, Mindshare and Wavemaker.
Fusion is a refinement of a sophisticated taxonomy Nexus developed benchmarking the performance of various retail media suppliers, inventory and formats — including digital, analog and in-store media — which is now accessible for planners, buyers and clients to use when planning retail media buys.
“Fusion’s core is a robust data lake comprising hundreds of commerce data sources and APIs, enriched with the collective intelligence of thousands of global commerce practitioners,” Nexus said in a statement explaining its evolution. “In tandem with the formalized commerce capabilities under GroupM Nexus Commerce, clients can utilize the offering for better overall investment and retail media allocations.”