IPG’s investment in commerce comes as it scales back in other areas of the ad business. On Thursday (Dec. 5), the same day it announced the Intelligence Node acquisition, the holding company sold experience design and technology agency Huge to a private equity firm. It also sold off creative agencies Hill Holliday and Deutsch New York earlier this year.

The holding company is reshaping its portfolio as it trails competitors in market performance. IPG posted a 2.9% revenue drop in Q3, compared to Publicis Groupe’s 5.8% growth, Omnicom’s 6.5% growth and WPP’s roughly flat quarter. 

Jay Pattisall, vp and lead analyst at Forrester, said IPG’s acquisition is, “a move that is designed to keep up with their competitors and peers.”

“The big picture is making media more measurable,” he said.