CitrusAd

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.

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

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

• Retail media platform
• Sponsored product ads
• Retail media network
• Programmatic ad serving
• Digital advertising technology

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers31 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability5 records

Feature8 records

Partnerships

30 partnerships are on record, tiered core and flagship.

• Delivery HerocoreStrategic or Co-development Partner · 1 October 2022Delivery 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.
• EpsilonflagshipStrategic or Co-development PartnerEpsilon 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.
• FlywheelcoreTechnology or IntegrationFlywheel and CitrusAd established global API integration enabling enhanced retail media capabilities for joint retail partners.
• GopuffcoreOEM/ Whitelabel/ Licensing PartnerGopuff 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.
• CarrefourcoreTechnology or IntegrationMajor global retailer using CitrusAd platform for retail media network monetization.
• WoolworthscoreTechnology or IntegrationAustralian major retailer using CitrusAd platform for on-site advertising and retail media monetization.
• REWE GroupcoreTechnology or IntegrationGerman retail group using CitrusAd platform for retail media advertising.
• TargetcoreTechnology or IntegrationUS major retailer powering Roundel retail media network with CitrusAd technology.
• Sainsbury'scoreTechnology or IntegrationUK major retailer using CitrusAd platform, with Nectar360 subsidiary providing testimony for CitrusAd's ease of use and performance.
• TescocoreTechnology or IntegrationUK major retailer using CitrusAd platform for retail media advertising.
• OcadocoreTechnology or IntegrationUK online grocery retailer using CitrusAd platform for advertising monetization.
• Metro AGcoreTechnology or IntegrationGerman retail group using CitrusAd platform for retail media network.
• Coles GroupcoreTechnology or IntegrationAustralian major retailer using CitrusAd platform.
• Argos (Sainsbury's)coreTechnology or IntegrationUK retailer (subsidiary of Sainsbury's) using CitrusAd platform.
• AutoZonecoreTechnology or IntegrationUS auto parts retailer using CitrusAd platform for retail media.
• PetcocoreTechnology or IntegrationUS pet supplies retailer using CitrusAd platform.
• Hy-VeecoreTechnology or IntegrationUS grocery chain using CitrusAd platform.
• Casey'scoreTechnology or IntegrationUS convenience store chain using CitrusAd platform.
• WawacoreTechnology or IntegrationUS convenience store chain using CitrusAd platform.
• OfficeworkscoreTechnology or IntegrationAustralian office supplies retailer using CitrusAd platform.
• CastoramacoreTechnology or IntegrationFrench home improvement retailer using CitrusAd platform.
• PCWorld/DixonscoreTechnology or IntegrationUK electronics retailer using CitrusAd platform.
• TD SynnexcoreTechnology or IntegrationTechnology distribution company using CitrusAd platform.
• FairPricecoreTechnology or IntegrationSingapore grocery retailer using CitrusAd platform.
• DocMorris/ApothekecoreTechnology or IntegrationEuropean online pharmacy using CitrusAd platform.
• AEON NextcoreTechnology or IntegrationJapanese retail group using CitrusAd platform.
• ChipercoreTechnology or IntegrationB2B platform partnership enabling CPG brands to access retail media through Chiper's network.
• PromofarmacoreTechnology or IntegrationPharmacy marketplace using CitrusAd platform.
• Brico DépôtcoreTechnology or IntegrationFrench home improvement retailer using CitrusAd platform.
• Family DollarcoreTechnology or IntegrationUS discount retailer using CitrusAd platform.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Broad 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

• Xx.com/ad_citrus
• LinkedInlinkedin.com/company/citrusad

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors1 record

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 CitrusAd