Omnicom has completed the acquisition of cloud-based digital commerce platform Flywheel, which offers retail media management, digital shelf analysis, and competitive intelligence. Global marketing and comms company Omnicom views the acquisition as responsive to increasing customer demands for digital commerce and retail media solutions. The cost of the acquisition (over $800 million) may signal that holding companies are ready to invest in the retail media space.

There is direct correlation between an increase in personalised training and positive sales rates and performance — that’s a statement 77% of respondents agreed with in a new survey fielded by LXA in association with Seismic. The international survey of over 200 respondents from B2B organizations also identified budget constraints and data quality and integration as the biggest barriers to achieving sales enablement maturity. The ongoing data challenge is something sales clearly shares in common with marketing.

CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising.  The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products.  Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.