Publicis Groupe to Acquire CitrusAd to Lead the New Generation of Identity-led Retail Media
July 15 2021 - 1:01PM
Business Wire
CitrusAd is a SaaS platform optimizing brands
marketing performance directly within retailer websites
By combining CitrusAd with Epsilon’s CORE ID,
Publicis Groupe will create the industry’s first global retail
media offering based on real identity
Regulatory News:
Publicis Groupe [Euronext Paris FR0000130577, CAC 40]
(Paris:PUB) today announces the acquisition of CitrusAd, a software
as a service (SaaS) platform optimizing brands marketing
performances directly within retailer websites. With more than 50%
of its activities in the U.S., CitrusAd is present across 22
countries and 6 industries. CitrusAd provides its world-class
technology to more than 70 major retailers globally and over 4,000
brands are utilizing their self-served platform.
In 2023, ecommerce sales for CPG brands will have doubled versus
2019 levels. In this context, retail media is undergoing
exponential growth. From c. $30bn annually already, it is set to
double in the next 5 years, and will represent one of the biggest
channels of CPG media spends in the next few year.
CitrusAd’s onsite expertise complemented with Epsilon’s offsite
retail media offering, both powered by the CORE ID, uniquely
positions Publicis Groupe to lead the new generation of
identity-led retail media, with transparent measurement validated
by transactions.
This will provide Publicis Groupe clients with three decisive
competitive advantages in e-commerce:
- Growth: Clients will be able to accelerate their growth
in this dynamic channel, by increasing conversion rate and
maximizing return on ad spends. CitrusAd’s conversion rates are
among the highest across the entire media industry with 60%
conversion after a click.
- Customer understanding: Brands will access superior
customer understanding based on first-party data from retailers,
equipping them for a cookieless world. Complementing CitrusAd with
Epsilon’s capabilities, Publicis will be able to deliver best in
class identity resolution, with no dependency on third-party
cookies, for optimized activation. All of this delivered in a
totally consent-by-design and privacy-compliant way.
- Consolidated measurement: Brands will be able to reach
their customers both onsite (in retailer ecosystems) and offsite
(in publisher ecosystems) and measure in real-time the consolidated
performance of their media investments, whatever the channel of
conversions: in-store or online. All of this at SKU level and
validated directly by transactions.
CitrusAd is an Australian-based company founded in 2017 by Brad
Moran and Nick Paech and gathers 130 engineers and retail media
experts around the world. The company will act as a standalone
business within Epsilon, being closely integrated into their
technology to achieve market leading synergies. The transaction
remains subject to customary approvals and is expected to close in
the next weeks.
Brad Moran, Co-Founder and CEO of CitrusAd said: “It's not every
day you find a partner the size of Publicis Groupe that not only
shares the same vision and entrepreneurial spirit as CitrusAd but
who can apply their advertising prowess and muscle to a technology
company like ours. Retailers and brands are entering uncharted
territory as retail media grows and having Publicis supporting
CitrusAd in its efforts, I know that our customers will reap the
benefit of a century’s worth of media expertise combined with high
quality technology and a team of retail media experts”.
Arthur Sadoun, CEO and Chairman of Publicis Groupe said :”We are
delighted to welcome Brad, Nick and the CitrusAd team to Publicis.
The leading technology they have developed, coupled with Epsilon’s
CORE ID will enable CPG brands to grow faster and retailers to
generate new sources of revenue to win in a platform world. It will
also give to Publicis a strong competitive advantage in a channel
that by 2025 should surpass traditional TV spend”
About Publicis Groupe - The Power of One
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a
global leader in communication. The Groupe is positioned at every
step of the value chain, from consulting to execution, combining
marketing transformation and digital business transformation.
Publicis Groupe is a privileged partner in its clients’
transformation to enhance personalization at scale. The Groupe
relies on ten expertise concentrated within four main activities:
Communication, Media, Data and Technology. Through a unified and
fluid organization, its clients have a facilitated access to all
its expertise in every market. Present in over 100 countries,
Publicis Groupe employs around 80,000 professionals.
www.publicisgroupe.com |
Twitter:@PublicisGroupe | Facebook | LinkedIn | YouTube | Viva la
Difference!
About CitrusAd
CitrusAd is the world-leading, white-label, self-serve,
ecommerce ad-serving platform that enables retailers to monetize
their digital shelf-space while enabling brands to increase sales
by launching targeted and cost-effective digital campaigns into
retailer websites. Since it was launched in 2017, CitrusAd powers
the fastest growing ecommerce ad network in the USA and has become
the global, retail industry’s preferred ad-serving platform,
service and retail media sales organization. Successful retailers,
in all verticals across 25 countries are leveraging the CitrusAd
platform and real-time relevancy engine to create a more
personalized shopping experience and deliver greater ROI for
suppliers. For more information, visit https://www.citrusad.com
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version on businesswire.com: https://www.businesswire.com/news/home/20210715005882/en/
Delphine Stricker Corporate Communications + 33 (0)6 38 81 40 00
delphine.stricker@publicisgroupe.com
Alessandra Girolami Investor Relations + 33 (0)1 44 43 77 88
alessandra.girolami@publicisgroupe.com
Brice Paris Investor Relations + 33 (0)1 44 43 79 26
brice.paris@publicisgroupe.com
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