In a significant move within the digital marketing and commerce landscape, Publicis Groupe has announced the acquisition of Mars United Commerce, the world’s largest independent commerce marketing company.
This acquisition, which took place in September 2024, marks a major milestone for Publicis as it looks to strengthen its position in the rapidly evolving world of connected commerce. The merger brings together the expertise of Mars United in commerce and retail marketing with Publicis’ global capabilities, creating an unparalleled powerhouse in both the digital and physical retail spaces.
This acquisition has far-reaching implications for brands, marketers, and affiliates alike. As commerce becomes increasingly complex, with consumers navigating between various online and offline channels, Publicis aims to provide a fully integrated, data-driven approach to marketing that connects all the dots. With the addition of Mars United, Publicis is positioned to offer comprehensive end-to-end solutions, from strategy and insights to performance measurement and media activation.
What Does Mars United Bring to the Table?
Mars United Commerce, founded over 50 years ago, has grown into a leader in commerce marketing, particularly known for its innovation, deep understanding of shopper behaviour, and extensive relationships with retailers. The company operates in 14 hubs worldwide and employs over 1,000 experts dedicated to helping brands optimise their visibility and sales across a fragmented retail environment. Mars United’s proprietary insights platform has enabled it to deliver data-driven marketing strategies that influence shopper behaviour, driving business growth for major global brands.
At the core of Mars United’s success is its ability to bridge the gap between digital and physical retail, providing brands with the tools they need to influence purchasing decisions at every stage of the customer journey. The company has developed a range of solutions that include everything from in-store promotions to e-commerce media, ensuring that brands can win the crucial “last mile” in both digital and brick-and-mortar environments.
How the Acquisition Enhances Publicis’ Capabilities
The integration of Mars United into the Publicis Groupe network represents a major boost to Publicis’ existing commerce capabilities. Publicis already has a strong foundation in commerce marketing through its subsidiaries, including Epsilon (a leader in first-party data) and Profitero (a digital shelf platform that provides insights into e-commerce performance). With Mars United, Publicis gains access to a deeper understanding of shopper behaviour and a wider range of data-driven tools that will enable it to offer clients a fully integrated commerce solution.
Arthur Sadoun, CEO of Publicis Groupe, highlighted the importance of the acquisition in enhancing Publicis’ ability to deliver connected commerce solutions: “Their innovative spirit and proprietary platforms will further connect and complement our existing capabilities, to deliver industry-leading, end-to-end commerce solutions for our clients, both online and offline.” By bringing together Publicis’ scale and Mars United’s commerce expertise, the Groupe is uniquely positioned to help brands navigate the increasingly fragmented retail ecosystem and drive sales at the point of purchase.
The Role of Data and Insights in Commerce Marketing
One of the key components of this acquisition is the data-driven approach that both companies bring to the table. Publicis’ existing data capabilities, particularly through Epsilon’s first-party identity data, will now be combined with Mars United’s proprietary shopper data, offering clients an unparalleled view into consumer behaviour. This fusion of data sets will enable brands to gain 360-degree insights into the purchase journey, helping them identify new opportunities to engage consumers and drive behaviour change.
Moreover, Mars United’s deep expertise in retail media and shopper marketing will allow Publicis to optimise media and marketing efforts more effectively. By integrating Mars United’s understanding of retail organisations—spanning media, merchandising, and operations—Publicis can offer more targeted and efficient campaigns, helping brands to maximise their return on investment (ROI) across all channels.
What This Means for Affiliates
The acquisition of Mars United by Publicis presents significant opportunities for affiliate marketers. Affiliates have long been key players in the commerce ecosystem, helping brands reach consumers through targeted marketing efforts. With the addition of Mars United’s capabilities, affiliates will now have access to more sophisticated tools and data, allowing them to fine-tune their strategies and improve performance.
Here’s why this acquisition matters for affiliates:
- Access to Advanced Data and Insights: With the combination of Publicis’ first-party data from Epsilon and Mars United’s proprietary shopper data, affiliates will have a much clearer picture of consumer behaviour. This level of insight is invaluable for affiliates looking to optimise their campaigns, as they will be able to make more informed decisions about which products to promote and which strategies will resonate with their target audience.
- Improved Attribution and Performance Measurement: One of the biggest challenges in affiliate marketing has been attribution—knowing exactly which touchpoints and campaigns are driving sales. With the integration of Mars United’s data on commerce media performance and Publicis’ e-commerce insights from Profitero, affiliates will now have access to more accurate attribution models. This will allow them to measure the impact of their efforts more effectively, helping them to allocate resources more efficiently and maximise ROI.
- Enhanced Opportunities for Cross-Channel Campaigns: The ability to run seamless campaigns across multiple channels—whether online, offline, or through a combination of both—is becoming increasingly important in today’s fragmented retail landscape. Affiliates who partner with Publicis will benefit from the company’s integrated commerce solutions, which span everything from media activation to in-store promotions. This will enable affiliates to create more cohesive, cross-channel campaigns that reach consumers at every touchpoint.
- New Client Opportunities: As Mars United joins the Publicis network, affiliates will have access to a broader range of clients, including some of the world’s largest brands. This opens up new opportunities for affiliates to form partnerships with major players in the retail space, allowing them to expand their reach and increase their earning potential.
The Future of Commerce Marketing
With this acquisition, Publicis is positioning itself as a global leader in connected commerce, offering clients a fully integrated solution that spans strategy, media, and performance measurement. As brands continue to navigate an increasingly complex retail environment, having the ability to connect with consumers across multiple channels will be crucial to their success.
For affiliates, this represents a tremendous opportunity to leverage the power of data and insights to create more targeted, effective campaigns. By partnering with Publicis and tapping into the enhanced capabilities of Mars United, affiliates will be able to drive better results and stay competitive in a rapidly changing marketplace.
In conclusion, the acquisition of Mars United Commerce by Publicis Groupe marks a turning point in the world of commerce marketing. As the retail landscape continues to evolve, the ability to influence consumer behaviour both online and offline will be critical for brands—and affiliates who embrace this new approach will be well-positioned to thrive.
