If 2022 is the year of commerce media, then 2023 might be the year commerce media ups its game to break down internal silos and improve its measurement.
IPG’s UM has quietly been active in the shopper marketing space since 2013, forming UM Shopper with one employee: Amie Owen. The media agency is now morphing the unit into UM Commerce, a reflection of the growth in commerce media that has spurred its media spend growth from $125 million in 2019 (before the pandemic) to around $1 billion today.
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