GroupM – WPP’s media investment group – has rolled out GroupM Nexus’ Fusion, making the platform available to all global EssenceMediacom, Mindshare and Wavemaker clients.

Fusion was initially launched as a global retail media scorecard that was customized for select GroupM clients. As adoption grew over the last two years, Fusion evolved to add capabilities that more directly connect commerce insights to media planning to give agencies access to better investment decisions across retail media partners and commerce media channels.

At Fusion’s core is hundreds of commerce data sources and APIs, enriched with the collective intelligence of thousands of global commerce practitioners. Right now, Fusion is a planning tool, but its second phase will expand to include the ability to buy and activate retail media campaigns.

According to GroupM’s This Year Next Year: 2023 Global Mid-Year Forecast, retail media will grow 9.9% to reach $125.7 billion USD in 2023 and is forecast to exceed TV revenue (including connected TV) in 2028.

“As we bring together the needs of consumer and customer marketing, providing consistent insights that can be shared across all client stakeholders is critical to driving effective commerce media decisions,” said JiYoung Kim, president of GroupM Nexus North America. “While there is an increased focus on individual components of our clients’ media investments, GroupM has a responsibility to steward the entirety of the total media investment.”

GroupM Nexus is the network’s performance marketing arm, integrating all performance capabilities across paid, owned and earned media for cross-channel planning and media activation solutions.