What Connections does

Connections is a B2B marketplace that connects consumer brands seeking customer acquisition with ecommerce retailers seeking to monetize their outbound package shipments. The company was founded in March 2020 as 'Connections by The Specialist Works,' operates under parent What's Possible Marketing Group LTD (What's Possible Group), and is headquartered in Atlanta with a presence in Chattanooga. The proprietary marketplace platform enables brands to submit marketing briefs — covering target demographics, offer type, and distribution goals — which vetted retailers then bid on to include in their parcels, with category exclusivity enforced. Core products include printed insert placements, product sampling, and digital advertising (sponsored emails and banners) executed across 100+ retail partners in the US, UK, and Canada spanning baby/children's apparel (Carter's), meal kits (HelloFresh), fashion rental (Rent the Runway), personalized products (Shutterfly), pet care (Petco), bridal (David's Bridal), nutrition (Similac), off-price fashion (Saks OFF 5TH), and books (ThriftBooks). Through a July 2025 merger with Target Media Solutions, Connections created a family lifestage retail media marketplace that brought Petco, David's Bridal, Similac, and Lifetouch into an exclusive portfolio. The company generates revenue via marketplace commissions on these transactions and reports having driven over $80 million in revenue for retail partners, with 40 million package inserts placed into ecommerce orders as of May 2026 and a network touching 1 billion+ ecommerce package deliveries annually. Go-to-market relies on a self-serve marketplace portal, a direct enterprise sales team conducting quarterly trips to NYC and other key markets, and a channel network of 50+ media agencies acting as resellers. The company is B Corp certified as of September 2025 and operates with 11–50 employees.

Name

Connections

Legal name

What's Possible Marketing Group LTD

Website

https://exactconnections.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Connections is a B2B marketplace connecting consumer brands with ecommerce retailers to monetize package shipments via inserts, sampling, and digital advertising across the US, UK, and Canada.

Ownership category

akta.pro rank

Product category

Retail Media Marketplace

NAICS

Packaging and Labeling Services (56191)

SIC

Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• Retail media marketplace
• Package insert programs
• Ecommerce advertising platform
• Product sampling distribution
• Brand customer acquisition

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Marketplace Commission: Connections generates revenue by facilitating partnerships between brands seeking customer acquisition channels and retailers looking to monetize their ecommerce package shipments. The platform enables brands to place inserts, samples, and digital content in retailer packages, with Connections taking a commission on these transactions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Connections operates a global B2B marketplace that connects consumer brands seeking customer acquisition channels with ecommerce retailers seeking to monetize their package shipments. Brands submit marketing briefs and vetted retailers bid to include third-party printed inserts, product samples, and digital advertising placements in outbound ecommerce parcels, with Connections taking a commission on each transaction. The platform covers package insert programs, product sampling, and digital advertising (sponsored emails and banners) across 100+ retail partners in the US, UK, and Canada.

Product overview

Connections is a B2B brand marketplace and retail media platform that operates primarily through three core product categories: Package Insert Programs, Product Sampling, and Digital Advertising. The platform connects brands seeking customer acquisition with vetted retail partners who monetize their ecommerce shipments by including third-party inserts. The marketplace lists 55+ retail partners across the US, UK, and Canada, spanning sectors including baby/children (Carter's, Similac, Lifetouch), fashion (Rent The Runway, Saks OFF 5TH, David's Bridal), pet (Petco, ThriftBooks), meal kits (Hello Fresh, EveryPlate, Goodfood), and various specialty retail. The platform enables brands to reach consumers during the high-attention unboxing moment with guaranteed 100% open rates. Additional services include sustainable print solutions, a revenue calculator for retailers, and agency partnership programs. The company also merged with Target Media Solutions in 2025 to expand its family lifestage retail media offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Package Insert Programs Primary product enabling brands to place printed advertising inserts into outbound ecommerce shipments from partner retailers. Reaches consumers during the high-attention unboxing moment with 100% open rates and supports targeted distribution based on demographic profiles and complimentary product categories.
• Product Sampling Distribution of physical product samples to targeted audiences through ecommerce packages at a fraction of the cost of direct mail or field force operations, driving product trial and conversion during the in-home unboxing moment.
• Digital Advertising Sponsored emails, banner advertisements, and post-checkout ad formats reaching high-value prospects via cost-effective digital placements through partner retailer channels, including dedicated emails from retailer databases.
• Retail Media Marketplace B2B brand marketplace connecting advertisers with retail partners across the US, UK, and Canada. The platform enables brands to explore marketing and sampling opportunities, acquire new customers, and generate revenue from customer touch assets through 55+ retailer partners.
• Print Solutions Sustainable printing services including forest-friendly paper options and minimum carbon footprint logistics for producing branded inserts and promotional materials used in package insert programs.
• Revenue Calculator Retail revenue calculator tool helping retailers estimate incremental revenue from monetizing ecommerce package shipments through insert programs.
• Carter's Package Insert Program Access to US Moms and families through Carter's established baby and child products ecommerce shipments. Includes PIPs, in-store, and digital opportunities reaching families during a key purchase decision moment.
• ThriftBooks Package Insert Program High-volume book retailer package inserts reaching book-loving consumers across the US with 1.5M average monthly volume and name list availability.
• MySimilac Rewards Package Insert Program Prenatal and postnatal nutrition program reaching new moms. Annual volume of 1,680,000 kits distributed 5 weeks prior to due date, containing formula samples, coupons, and newborn feeding guide. Category exclusive offering.
• Taelor AI-Powered Styling Service (Carter's PIP Integration) AI-powered, human-refined styling service delivered through Carter's package insert program, reaching fashion-conscious families with personalized styling recommendations.

Quantifiable outcome

• 82% of consumers trust print ads more than digital
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• Target Media SolutionscoreStrategic or Co-development Partner · 30 July 2025Target Media Solutions merged with Connections to create a family lifestage retail media marketplace. The combined business represents some of the most-loved lifestage retailers spanning bridal, pregnancy, young and growing families. This merger expanded Connections' portfolio with brands like Petco, David's Bridal, Similac, and Lifetouch.
• What's Possible GroupcoreStrategic or Co-development PartnerWhat's Possible Group is the parent company of Connections and holds B Corp certification. Connections operates as part of this parent organization's portfolio of marketing and media services.
• The Specialist WorkscoreChannel Partner/ Reseller/ DistributorPart of the What's Possible Group family, The Specialist Works operates alongside Connections as a sister agency focused on retail media and package insert services.
• 50+ Media AgenciescoreChannel Partner/ Reseller/ DistributorOver 50 media agencies partner with Connections to facilitate package insert programs on behalf of their brand clients. These agencies use Connections as a turnkey solution for accessing retail media opportunities.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Criteo: Criteo is a large-scale retail media platform serving brands and retailers across ecommerce, with overlapping digital advertising and sponsored product offerings. It is a broader incumbent that competes for digital portion of retailer monetization budgets.
• Instacart (Carrot Ads): Instacart's Carrot retail media business offers brands off-site and on-site advertising tied to retailer audiences and basket data. It is a broader retail media incumbent that competes for the same brand marketing dollars Connections targets.
• Roundel (Target): Roundel is Target's in-house retail media network offering brands access to Target audiences across digital and physical touchpoints. It is a broad incumbent that represents the in-housing trend Connections must compete against on the retailer side.

Direct peers

• Sendoso: Sendoso is a B2B sending platform for direct mail, gifts, and physical touches used by marketing and sales teams. It overlaps with Connections on physical-media execution for brand customer acquisition and engagement.
• Postal.io: Postal.io is a B2B platform for orchestrating direct mail, gifts, and physical marketing touches via integrations with corporate systems. It competes for similar brand-side demand for off-digital, in-home advertising and gifting channels.
• Inmar: Inmar operates retail media networks, package insert programs, and digital sampling solutions for major CPG brands and retailers. It is the most direct comparable to Connections' package-insert and sampling marketplace model.
• Reachdesk: Reachdesk is a B2B platform enabling brands to execute direct mail, gifting, and physical media campaigns at scale via marketplace-style fulfillment. It competes with Connections on the brand-side demand for off-digital, in-home advertising channels.
• Sparks (formerly News America Marketing): Sparks provides in-store, digital, and package-based retail media solutions to brands and retailers, including sampling and shopper marketing programs. It overlaps directly with Connections' package insert and digital advertising offerings.
• Lob: Lob is a B2B direct mail automation platform enabling brands to send physical mail and inserts at scale via API. It is comparable to Connections on the underlying physical-media execution layer even though it lacks a retail-side marketplace.
• Neptune Retail Solutions (formerly Quotient Technology): Neptune operates a retailer-facing digital media and coupon platform, including package insert and digital offer distribution. It is a direct competitor in monetizing retailer customer touchpoints through inserts and digital media.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/exactmedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Connections