CitrusAd
- Company typePrivate
- Founded2016
- HeadquartersBrisbane, Australia
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What CitrusAd does
CitrusAd operates a SaaS retail media platform that enables brands to advertise at the point of purchase on retailer e-commerce properties and supports retailers in monetizing digital shelf space. Founded in 2016 and headquartered in Brisbane, Australia, the company serves two primary customer segments: enterprise FMCG brands seeking targeted advertising at high-intent purchase moments, and retailers/grocery chains seeking to monetize their first-party audience data and on-site inventory. The platform offers sponsored product ads, banner and display advertising, brand pages, video and shoppable banner formats, and is delivered through Epsilon Retail Media — a unified platform that combines CitrusAd's on-site capabilities with Epsilon's off-site reach powered by 300 million+ privacy-protected CORE IDs. Technical architecture is server-to-server API-integrated with retailer e-commerce stacks, delivering sub-100ms response times and supporting catalogs up to 10 million products with multiple daily syncs. The proprietary ad-ranking system combines a relevancy scoring algorithm with a financial auction mechanism, augmented by Autobidding automation, campaign auto-pacing, and unified cross-channel reporting via fractional attribution.
The company generates revenue through two streams: (1) commission on advertiser revenue, calculated based on valid clicks and impressions of ads displayed on retailer sites, and (2) ad tech and infrastructure fees charged to retailers for platform access, invoiced monthly with 120-day payment terms. GTM motion is a hybrid of self-serve PLG (advertisers use the Citrus Portal at us.citrusad.co with no minimum spend requirements) and enterprise API-first integration (retailers embed CitrusAd technology via server-to-server APIs). CitrusAd was acquired by Publicis Groupe in 2021 as part of the holding company's strategic transformation from agency to platform; the parent trades on the Euronext Paris exchange under ticker PUB. The platform serves 100+ retailers across 32 countries including Carrefour, Woolworths, Target, Tesco, Sainsbury's, REWE, Ocado, AutoZone, Petco, Family Dollar, Gopuff, and Delivery Hero, with 3,500+ active brands running 15,000+ campaigns processing 15 billion+ ad requests per month. The team comprises approximately 270 members globally.
CitrusAd firmographics
Firmographics- Name
- CitrusAd
- Legal name
- CitrusAd
- Website
- https://citrusad.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
CitrusAd industry classification
Industry- Product category
- Retail Media Platforms
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Retail-Nonstore Retailers (5960)
- akta.pro primary industry
- API Analytics, Monetization & Developer Experience Tooling (HDAEAIAJ)
- akta.pro secondary industry
- Merchant Services Aggregators & SMB Acquirers (FSAMABAK)
Keywords
Where CitrusAd is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
CitrusAd business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Commission on Advertiser Revenue: Citrus pays retailers a commission based on the number of valid clicks and valid impressions of ads displayed on retailer sites. Commission is calculated based on clicks and impressions recorded from the Reporting Tool and click prices recorded in the Citrus Portal.
- Ad Tech and Infrastructure Fees: Fees charged to retailers for ad tech infrastructure and platform access, including ad-serving fees. Fees are invoiced monthly with 120-day payment terms from end of collection month.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | No minimum spend requirements |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
CitrusAd product offering
Product offeringCore offering
CitrusAd operates a cloud-based SaaS retail media platform that enables retailers to monetize their on-site digital shelf space through sponsored product ads, display and video banner ads, and brand pages, while giving brand advertisers a self-serve portal to launch and manage point-of-purchase campaigns. The platform combines on-site monetization with off-site reach through Epsilon's 300m+ CORE ID identity infrastructure, delivered via server-to-server side integration with retailer e-commerce sites and a public RESTful API for programmatic access.
Product overview
CitrusAd operates as a retail media technology company offering a unified platform combining on-site and off-site advertising capabilities. The core product portfolio includes Sponsored Product Ads (product-based advertising moving retailer inventory to premium positions), Banner Ads (display advertising including static and dynamic Banner X formats with video and carousel support), and Brand Pages (brand-focused advertising within retailer environments). The platform is now delivered through Epsilon Retail Media, the next-generation unified platform acquired by Publicis Groupe in 2019, which couples AI with person-first intelligence using 300m+ global privacy-protected CORE IDs. Key modules include GroceryOne for grocery retailers, Autobidding (Beta) for automated bid optimization, Campaign Auto Pacing for budget management, Video & Shoppable Banner X Ads (Beta), Unified Reporting (Beta) for cross-channel attribution, and Audience Targeting for first-party customer segmentation. The platform provides Partner APIs for programmatic access, a JavaScript SDK for reporting integration, and supports third-party tracking tags (DoubleVerify, IAS, Adform, MOAT, DCM).
Differentiator
Problem solved
Functional benefit
Brands
- Epsilon Retail Media: The next-gen retail media platform that combines CitrusAd's industry-leading retail media offering for on-site monetization with Epsilon's off-site capabilities. The first platform to unite on-site and off-site capabilities, powered by AI and person-first intelligence with 300m+ global privacy-protected CORE IDs.
Products and services
- Epsilon Retail Media Platform End-to-end self-serve retail media platform that combines on-site advertising (sponsored products, banners, brand pages) with off-site reach across the open web for retailers and brand advertisers.
- Sponsored Product Ads Product-based advertising offering that moves retailer inventory products into premium positions on retailer e-commerce sites, targeting shoppers at the point of purchase.
- Banner Ads Display advertising format including static banner images and dynamic Banner X formats with carousel layouts and video support, served on retailer websites.
- Brand Pages Brand-focused advertising pages that allow advertisers to showcase their brand within the retailer's digital environment.
- GroceryOne Specialized retail media solution tailored for grocery retailers within the CitrusAd platform offering.
- CitrusAd Network API RESTful API enabling customers to request ads from the CitrusAd Network and enabling partners to programmatically create and manage campaigns, wallets, teams and reporting, with bulk operations supporting up to 1,000 campaigns per request.
Quantifiable outcome
- 4x return on ad spend for Gopuff U.S. advertisers using CitrusAd platform
- +4 more outcomes
Companies that use CitrusAd
Customer profileNamed customers31 records
Segments3 records
Ideal customer profiles3 records
CitrusAd technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability5 records
Feature8 records
CitrusAd partnerships and signals
Strategic signalPartnerships
30 partnerships are on record, tiered core and flagship.
- Delivery HerocoreDelivery Hero partnered with CitrusAd in October 2022 to launch Self-Service Quick Commerce Advertising Solutions, enabling FMCG companies to leverage real-time bidding on on-demand delivery platforms.
- EpsilonflagshipEpsilon Retail Media represents the evolution of CitrusAd's platform, combining on-site capabilities with Epsilon's off-site reach powered by 300m+ CORE IDs. The unified platform represents the first end-to-end retail media solution.
- FlywheelcoreFlywheel and CitrusAd established global API integration enabling enhanced retail media capabilities for joint retail partners.
- GopuffcoreGopuff uses CitrusAd's direct API integration to power its Gopuff Ads retail media platform. The platform launched in the US generating 4x return on ad spend and expanded to the UK with deep analytics on repurchase rates, basket analysis, and demographics.
- CarrefourcoreMajor global retailer using CitrusAd platform for retail media network monetization.
- WoolworthscoreAustralian major retailer using CitrusAd platform for on-site advertising and retail media monetization.
- REWE GroupcoreGerman retail group using CitrusAd platform for retail media advertising.
- TargetcoreUS major retailer powering Roundel retail media network with CitrusAd technology.
- Sainsbury'scoreUK major retailer using CitrusAd platform, with Nectar360 subsidiary providing testimony for CitrusAd's ease of use and performance.
- TescocoreUK major retailer using CitrusAd platform for retail media advertising.
- OcadocoreUK online grocery retailer using CitrusAd platform for advertising monetization.
- Metro AGcoreGerman retail group using CitrusAd platform for retail media network.
- Coles GroupcoreAustralian major retailer using CitrusAd platform.
- Argos (Sainsbury's)coreUK retailer (subsidiary of Sainsbury's) using CitrusAd platform.
- AutoZonecoreUS auto parts retailer using CitrusAd platform for retail media.
- PetcocoreUS pet supplies retailer using CitrusAd platform.
- Hy-VeecoreUS grocery chain using CitrusAd platform.
- Casey'scoreUS convenience store chain using CitrusAd platform.
- WawacoreUS convenience store chain using CitrusAd platform.
- OfficeworkscoreAustralian office supplies retailer using CitrusAd platform.
- CastoramacoreFrench home improvement retailer using CitrusAd platform.
- PCWorld/DixonscoreUK electronics retailer using CitrusAd platform.
- TD SynnexcoreTechnology distribution company using CitrusAd platform.
- FairPricecoreSingapore grocery retailer using CitrusAd platform.
- DocMorris/ApothekecoreEuropean online pharmacy using CitrusAd platform.
- AEON NextcoreJapanese retail group using CitrusAd platform.
- ChipercoreB2B platform partnership enabling CPG brands to access retail media through Chiper's network.
- PromofarmacorePharmacy marketplace using CitrusAd platform.
- Brico DépôtcoreFrench home improvement retailer using CitrusAd platform.
- Family DollarcoreUS discount retailer using CitrusAd platform.
Scale indicators13 records
Recent moves6 records
Expansion highlights6 records
CitrusAd competitors and assessment
Company assessmentBroad incumbents
- Adform: Independent ad-tech platform offering DSP, SSP, DMP, and creative tools; broader portfolio than CitrusAd but overlaps on ad-serving infrastructure and identity/data capabilities used by retail media buyers.
- Pubmatic: Public supply-side platform providing header-bidding and ad monetization infrastructure for publishers and retailers; competes with CitrusAd's on-site ad-serving layer at the infrastructure and yield-management level.
- Walmart Connect: Walmart's retailer-owned retail media network that has rapidly scaled to be the leading closed-garden competitor to Amazon Ads, putting pressure on independent platforms for US omnichannel advertiser dollars.
- LiveRamp: Identity resolution and data collaboration platform that powers audience targeting across the open web; overlaps with CitrusAd's CORE ID-based audience targeting and is a comparable identity-layer incumbent.
- The Trade Desk: Large independent demand-side platform operating across the open web, CTV, and retail media; overlaps with CitrusAd's off-site identity-led targeting but addresses a much broader advertiser base.
- Amazon Ads: Dominant retail media network (~72% of US retail media spend) and the structural incumbent that CitrusAd, Criteo, and other independent platforms compete against for advertiser budgets and share of voice.
Direct peers
- Kevel: Retail media API platform that gives retailers custom ad-serving and sponsored product capabilities, directly mirroring CitrusAd's API-first, server-to-server architecture and self-serve model.
- SmartHub: Retail media technology vendor offering sponsored products, display ads, and brand pages for grocery and specialty retailers globally, with a comparable self-serve advertiser portal and white-label retailer deployment model.
- Criteo: Public retail media and ad-tech company that has pivoted from retargeting to powering retailer media networks, directly competing with CitrusAd in sponsored products, on-site monetization, and retail media network enablement.
- Moloco: Machine-learning-driven retail media and quick-commerce monetization platform enabling retailers and delivery apps to run programmatic ads; closest comparable to CitrusAd's quick-commerce work with Gopuff and Delivery Hero.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
CitrusAd social profiles
Digital presenceCitrusAd financial estimates
Financial estimateRevenue estimate
Valuation estimate
CitrusAd leadership team
Management profileNumber of profiles
Profiles3 records
CitrusAd funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CitrusAd M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CitrusAd
What does CitrusAd do?
CitrusAd operates a cloud-based SaaS retail media platform that enables retailers to monetize their on-site digital shelf space through sponsored product ads, display and video banner ads, and brand pages, while giving brand advertisers a self-serve portal to launch and manage point-of-purchase campaigns. The platform combines on-site monetization with off-site reach through Epsilon's 300m+ CORE ID identity infrastructure, delivered via server-to-server side integration with retailer e-commerce sites and a public RESTful API for programmatic access.
Is CitrusAd a public or private company?
CitrusAd is a private company. It is classified as corporate owned and is currently operating.
When was CitrusAd founded?
CitrusAd was founded in 2016. It employs 101 to 250 people.
Where is CitrusAd based?
CitrusAd is headquartered in Brisbane, Australia, in the Oceania region.
How does CitrusAd make money?
Two revenue lines are on record. Commission on Advertiser Revenue is the primary driver. The others are ad Tech and Infrastructure Fees.
Who are CitrusAd's main competitors?
Broad incumbents on record are Adform, Pubmatic, Walmart Connect, LiveRamp, The Trade Desk and Amazon Ads. Direct peers are Kevel, SmartHub, Criteo and Moloco.
Does CitrusAd have an API?
Yes. Citrus provides an online advertising platform API that enables Customers to send and receive information, including requesting ads from the CitrusAd Network in a scalable and predictable fashion. For Advertisers, Citrus provides access to a web-based portal (us.citrusad.co) where Ad campaigns can be created and published to selected Customer websites. The API supports ad generation (serving sponsored products and display ads), campaign management, wallet/fund management, team management, user management, reporting, and content standard operations. The platform offers Partner APIs for programmatic campaign creation, bulk operations (campaigns, wallets, teams), reporting, and third-party tracking tag integration. The API includes environment-specific subdomains (e.g., campaign..citrusad.com) for different operational environments. Developer documentation is at developers.citrusad.com.
What industry is CitrusAd in?
CitrusAd's product category is Retail Media Platforms. Its primary akta.pro industry code is HDAEAIAJ, API Analytics, Monetization & Developer Experience Tooling, with a secondary code of FSAMABAK, Merchant Services Aggregators & SMB Acquirers. Its NAICS code is 516210 and its SIC code is 5960.