WPP Secures Cloud Commerce Group for Integration with Wunderman Thompson
In a significant move, advertising giant WPP has expanded its ecommerce offering, following the acquisition of Cloud Commerce Group (CCG) and the merger with Wunderman Thompson Commerce. This new strategy focuses on integrated commerce intelligence and data-driven activation across channels, with a particular emphasis on connected TV (CTV).
The expanded capabilities of WPP's ecommerce offering aim to merge commerce signals, data integration, and premium media to deliver measurable business outcomes for brands. Key elements of this new approach include:
- Advanced data integration and privacy-safe data collaboration via technologies like InfoSum, enabling access to vast and diverse data sources for marketing intelligence and audience targeting.
- The combination of WPP Media's "Open Intelligence" platform with real-time commerce signals (powered notably by Criteo) allows advertisers to reach commerce-qualified audiences with measurable outcomes, such as foot traffic and sales, in premium CTV environments.
- Pilots with major CTV platforms such as Roku, Samsung, and Scripps enable the activation of commerce-first advertising strategies across any demand-side platform (DSP), integrating WPP’s media supply scale and commerce data signals to optimize ecommerce marketing efficacy.
- The merger with Wunderman Thompson Commerce and acquisition of CCG have expanded WPP’s ecommerce capabilities from consulting and commerce technology into full-funnel commerce media strategies and data-driven commerce activation embedded into media buying and planning, supported by partnerships with data and technology providers.
In essence, WPP’s ecommerce evolution post-acquisition is characterized by a data- and commerce-signal-driven ecosystem that integrates media buying, audience targeting, and performance measurement to provide brands with seamless end-to-end ecommerce marketing solutions.
The merger of Wunderman Thompson Commerce and CCG aims to enhance the capabilities of both companies in the commerce sector. Wunderman Thompson Commerce, part of WPP's global network offering, encompasses inventory, warehousing, and partnerships. CCG, a British technology company acquired by WPP, specializes in ecommerce, helping brands market, sell, and deliver products to customers.
CCG supports hundreds of retailers and wholesalers across Europe through its software integration services. The company collaborates with various brands, including Ford, IBM, Mars, and Mondelez, and works with marketplaces such as Amazon, Wayfair, Etsy, and eBay.
The potential benefits of this merger extend beyond WPP and CCG. It may provide expanded services to brands through the integration of customer acquisition with multi-platform commerce. The merger may also lead to improved software integration services, potentially offering new opportunities for retailers and wholesalers.
In conclusion, WPP's acquisition of CCG and merger with Wunderman Thompson Commerce marks a significant step forward in the company's ecommerce strategy. The resulting platform offers a comprehensive commerce-enabled media and marketing platform combining data technology, commerce intelligence, and premium media channels like CTV, aiming to deliver measurable business outcomes for brands.
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