WPP Buys Cloud Commerce Group, Combining It with Wunderman Thompson in a Single Entity
In a significant move, advertising giant WPP has acquired the commerce-focused technology company, Cloud Commerce Group (CCG). This acquisition aims to expand WPP's commerce capabilities and offer more comprehensive ecommerce services to its client brands [1], [2].
CCG, a commerce-focused technology company, brings to the table expertise in ecommerce technology, cloud-based commerce solutions, and digital transformation services. Wunderman Thompson Commerce, a part of the WPP acquisition, offers support for inventory, warehousing, and partnerships, making it a valuable addition to WPP's arsenal [3].
The combined offering integrates WPP's advanced data and AI-powered marketing capabilities, such as the WPP Open Intelligence platform, with CCG's ecommerce technology. This unified solution enables brands to leverage real-time commerce signals, connected TV (CTV) advertising, and data-driven e-commerce activation across multiple channels. The goal is to improve targeting, measurement, and business outcomes in digital commerce [1], [5].
WPP's Open Intelligence platform, combined with commerce data providers like Criteo, creates curated audiences powered by high-fidelity commerce insights. This allows advertisers to activate campaigns that connect directly to measurable KPIs such as foot traffic and sales, particularly in premium CTV inventories on platforms like Roku, Samsung, and Scripps [1], [3].
CCG supports hundreds of retailers and wholesalers across Europe and works with high-profile brands such as Ford, IBM, Mars, Mondelez, and more [4]. The merger with Wunderman Thompson Commerce could potentially improve ecommerce solutions for WPP's client brands, providing them with a more seamless and efficient ecommerce journey [5].
CCG also works with various marketplaces including Amazon, Wayfair, Etsy, and eBay, which could further enhance WPP's ecommerce offerings [2]. The acquisition is intended to help WPP's client brands leverage these integrated capabilities across multiple channels, ultimately improving their digital commerce performance [1], [5].
In summary, the combined commerce offering after WPP's acquisition of CCG is an end-to-end commerce marketing solution driven by AI, cloud commerce technology, and real-time commerce signals. This solution aims to enhance advertisers’ ability to activate and measure commerce-driven campaigns, particularly in emerging channels like Connected TV. The partnership with CCG could potentially benefit WPP's client brands by providing them with improved ecommerce solutions.
CCG, being a commerce-focused technology company, brings technology expertise in ecommerce, cloud-based commerce solutions, and digital transformation services. This integration with WPP's business, through the acquisition of Cloud Commerce Group, is aimed at expanding WPP's commerce capabilities and offering more comprehensive ecommerce services to client brands, leveraging technology to improve targeting, measurement, and business outcomes in digital commerce.
