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As retail media spend surges, the blockbuster deal is an attempt to position the two longtime rival companies to better compete and help solve the fragmentation challenge brands are facing.

P2PI talked with Ross Cully about the deal, which expands the agency’s commerce marketing capabilities and increases its managed media spend by 20%.

Financial terms are not being disclosed but the deal has closed. The partnership will allow the two companies to offer their clients end-to-end commerce solutions.

Diversifying Acosta's retail and marketing solutions, the companies will remain as separate agency brands within the bigger organization.

The rebrand reflects the agency's transformation into an enterprise-wide solutions partner for the global commerce marketing industry.

The marketing firm has acquired Deliver Media and L&D Mail Masters to include services powered by predictive analytics and target modeling.

It’s the company’s first accreditation by the Media Rating Council for impression and click metrics across desktop, mobile web and in-app environments.

Advertisers and agencies who work with the retailer's Member Access Platform can immediately buy sponsored product ads along with "campaign-enhancing" technologies using a self-service interface.

Amazon has elevated Tinuiti to “advanced partner” status through a new global recognition program that recognizes partners based on the growth they deliver for Amazon's Ads Partner Network.

CitrusAd’s API attracts retailer partners and enables brands and agencies to manage national retail media campaigns from a single source.