UM Launches 'Shoptimizer' Retail Media Tool

Media agency network UM, part of IPG Mediabrands, has launched a tool called Shoptimizer, providing data to help brands allocate budgets, improve measurement, optimize their retail offer and be more agile.

The new budget allocation and optimization tool, which is part of IPG Mediabrands' recently launched Unified Retail Media Solution, offers a dashboard through which brands can determine how much to spend within the commerce space against a specific retailer - based on past spend and sales. Brands can then optimize spend across all retail channels within each retailer ecosystem, driving the most favorable return on specific campaigns.

UM's US CEO W. Joe DeMiero (pictured) comments: 'UM has been leading the commerce media space for over a decade and Shoptimizer is our latest data- and tech-fueled innovation, designed to adapt to ever-changing buyer behavior and to accelerate conversion. This new tool gives our clients more flexibility and efficiency in spending, based on real-time data'.

Web site: www.umww.com .