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Expanded partnership integrates Blu Commerce intelligence with Pacvue’s Commerce Media Operating System to help brands connect investment decisions with retail media execution
Horizon Commerce, the commerce and digital experience specialist of Horizon Media Holdings, and Pacvue have expanded their strategic partnership to connect retail media planning, activation and measurement across major retail media platforms.
The expanded relationship brings Horizon Commerce’s Strategy and Activation teams, including its Blu Commerce intelligence capabilities, closer to Pacvue’s Commerce Media Operating System. The companies say the integration is intended to reduce the disconnect between performance measurement and campaign execution, enabling marketers to move more quickly from insights to investment and activation decisions.
Connecting Measurement With Media Activation
Retail media strategies often involve multiple retailers, each with its own reporting structures, attribution models and optimization tools. This can make it difficult for marketers to translate performance insights into consistent investment decisions.
Blu Commerce provides Horizon Commerce with a standardized view of retail media performance across retailers, products and media tactics, including incremental contribution and incremental return on investment (iROI).
Pacvue adds its commerce and media signals to that intelligence, giving Horizon Commerce teams a workflow that connects measurement with activation across retail media networks.
Real-Time Commerce Signals Support Optimization
The partnership also connects media performance with real-time commerce conditions, including product availability, pricing and content health.
The companies say this creates a continuous planning and optimization cycle in which performance data informs future investment decisions while current digital shelf conditions help shape campaign activation.
The approach is designed to give both marketing leadership and campaign teams a common framework for evaluating opportunities, reallocating investment and reducing inefficient spending.
Revlon Case Demonstrates Business Impact
Horizon Commerce and Pacvue cited work with Revlon’s Mitchum brands on Amazon as an example of the connected approach.
Horizon Commerce combined its internal platforms with Pacvue’s advertising and commerce signals to align retail media investment with broader commerce operations. According to the companies, the program produced:
- 13% average weekly revenue lift
- 19-point improvement in Best Seller Rank (BSR)
- 5% increase in paid search revenue
- 3% increase in paid search conversion rate
The companies attributed the results to greater alignment between media investment, commerce signals and automated optimization.
Expanding Commerce Technology Collaboration
Katie Comerford, President of Horizon Commerce, said the partnership is intended to address the challenge of translating retail media data into consistent investment decisions across different retailers.
Melissa Burdick, Co-founder and President of Pacvue, said the expanded relationship reflects the increasing complexity of customer journeys and the need to connect measurement and activation more closely.
Horizon Commerce said the partnership forms part of its broader approach to commerce technology, centered on an open intelligence layer that connects data, decision-making and activation rather than requiring marketers to work within a closed technology environment.
By combining Blu Commerce’s cross-retailer measurement, iROI, scenario planning and investment intelligence with Pacvue’s activation capabilities, the companies aim to create a more integrated workflow for identifying and acting on retail media growth opportunities.
