Crisp Acquires Atlas Technology Group from Advantage Solutions to Empower CPG Brands with Better Data

Crisp to serve as the data acquisition technology platform for Advantage Solutions’ clients

Advantage Solutions Inc. a leading provider of outsourced sales and marketing services to consumer goods manufacturers and retailers, has announced the sale of its Atlas Technology Group’s business to Crisp, the open-data retail platform for the consumer goods industry.

Atlas Technology Group is an analytics provider serving many of the world’s largest consumer packaged goods (CPG) companies. Crisp will migrate Atlas’ existing customers to its cloud-based data-sharing platform and collaborate with Advantage to offer sophisticated supply chain analytics and an expanded retail footprint. Crisp’s relationship with Advantage Solutions will provide CPG brands with access to enhanced retail sales data to understand potential supply chain issues and product availability, enabling them to make faster decisions, optimize inventory and marketing, and drive sales and loyalty.

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“This deal and new relationship will reshape how consumer brands navigate complex supply chain issues and deliver solutions that improve shopper experiences,” said Advantage Solutions CEO Dave Peacock. “Clients will benefit from enhanced shopper insights, increased automation and a more robust bridge between supply chain data and in-store execution.”

The combination of Atlas’ comprehensive CPG data services and Crisp’s modern technology stack will enable clients to share large volumes of data with trading partners, and integrate with technology platforms including Snowflake, Databricks, Google Cloud, and Generative AI. Consumer brands also will be able to access leading retailer data sets, a key capability.

“With the acquisition of Atlas and its incredibly talented team and deep relationships with leading brands and retailers, Crisp has solidified our market leadership,” said Are Traasdahl, founder and CEO of Crisp. “Our agreement with Advantage allows us to expand the use and value of our Collaborative Commerce platform to thousands of CPG brands quickly and effectively.”

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“This deal is the latest step in Advantage Solutions’ transformation journey and will enable the company to further build out its comprehensive data platform,” Peacock added. “Advantage is committed to investing in an enhanced data structure designed to generate demand for consumer brands and retailers and convert shoppers into buyers.”

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