Draft:CitrusAd
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| Company type | Subsidiary |
|---|---|
| Industry | Retail media, Advertising technology |
| Founded | 2017 |
| Founders | Brad Moran, Nick Paech |
| Parent | Publicis Groupe |
| Website | citrusad.com |
CitrusAd is a retail media technology company headquartered in Brisbane, Australia. Founded in 2017, the company provides a self-service platform that enables retailers to monetize their digital assets through auction-based sponsored product placements. Brands use the platform to bid programmatically for advertising space within retail websites. In 2021, CitrusAd was acquired by French advertising and public relations firm Publicis Groupe for US$205 million.[1]
History
[edit]CitrusAd was co-founded in 2017 by Brad Moran and Nick Paech in Brisbane, Australia.[2] The platform introduced a real-time auction system that allowed consumer brands to bid on product placements within search results and product listing pages on retail websites, offering an early example of scalable, programmatic advertising in grocery and consumer retail.
After securing partnerships with Australian retailers such as Woolworths and Coles, CitrusAd expanded internationally, with adoption by global retailers including Sainsbury's in the UK and Target in the United States.[3]
In 2020, the growth of e-commerce during the COVID-19 pandemic increased demand for digital retail media. CitrusAd launched GroceryOne, a media network representing approximately US$60 billion in retail sales, allowing brands to manage campaigns across multiple grocery retailers using a single interface.[4]
In July 2021, Publicis Groupe acquired CitrusAd and integrated it within its data marketing division, Epsilon.[1] In 2022, CitrusAd and Epsilon launched a combined platform offering both on-site and off-site retail media solutions, which was later rebranded as Epsilon Retail Media in 2024.[5]
Platform and Technology
[edit]CitrusAd offers a cloud-based, self-service retail media platform. Retailers can manage their own advertising inventory, while brands can target shoppers through personalized ad placements based on behavioral and transactional data.[6]
The platform supports programmatic buying via integrations with demand-side platforms (DSPs) including Skai, Perpetua, and Pacvue. Advertisers can use real-time analytics and closed-loop attribution tools to evaluate return on ad spend (ROAS) and optimize campaign performance.[3]
Industry Context
[edit]Retail media has emerged as a key channel in digital advertising, enabling retailers to use first-party shopper data to support advertising across digital platforms. CitrusAd was one of the early providers of retail media tools that incorporated real-time auction bidding and analytics into e-commerce experiences.[7]
In 2022, CitrusAd was named a "Leader" in retail media by Forrester Research, citing its strong product roadmap and integration capabilities.[8]
Recognition
[edit]CitrusAd has received multiple industry awards and recognitions:
- ANZ High Growth Startup Award (2020)[9]
- Grocer Gold Award – Technology Initiative of the Year (2021)[10]
- Deloitte Tech Fast 50 Australia (2021)[11]
- Technology Scale-Up of the Year (2021)[12]
Acquisition by Publicis Groupe
[edit]Publicis Groupe announced its acquisition of CitrusAd in July 2021 for US$205 million. The transaction supported Publicis’s expansion into retail media and allowed CitrusAd to operate as a standalone business within the Epsilon division. Post-acquisition, CitrusAd expanded its offerings across new markets and integrated with Epsilon's off-site data infrastructure.[13][1]
See also
[edit]References
[edit]- ^ a b c "Ex-AFL star sells start-up for $205m after just four years". Australian Financial Review. 18 October 2021. Retrieved 8 June 2025.
- ^ Harris, John. "Brisbane-based Citrus wins global business and tier 1 retailers in Australia including Dan Murphy's". Retrieved 8 June 2025.
- ^ a b "CitrusAd Expands, Following Growth of Grocery E-Commerce". 27 July 2020. Retrieved 8 June 2025.
- ^ "CitrusAd connecting CPG brands to shoppers across multiple grocers". Retrieved 8 June 2025.
- ^ "Publicis Groupe launches unified on/off-site retail media platform CitrusAd". Retrieved 8 June 2025.
- ^ "CitrusAd Case Study". Google Cloud. Retrieved 8 June 2025.
- ^ Goldberg, Jason (24 January 2022). "Retail Media Networks Are One Of The Most Important Trends Of 2022". Forbes. Retrieved 8 June 2025.
- ^ "CitrusAd Named a "Leader" in Retail Media by Independent Global Research Firm". International Supermarket News. Retrieved 8 June 2025.
- ^ "2020 Lord Mayor's Business Awards winners". Retrieved 8 June 2025.
- ^ "Grocer Gold Awards 2021: Technology Initiative of the Year". The Grocer. 5 October 2021. Retrieved 8 June 2025.
- ^ "A record-breaking year for Deloitte's Tech Fast 50". Retrieved 8 June 2025.
- ^ "Technology Scale-up Awards 2022 Launch Announced". 25 March 2022. Retrieved 8 June 2025.
- ^ "Publicis reveals retail media offering to tie-up its e-commerce acquisitions". Retrieved 8 June 2025.