Newtail

What Newtail does

Newtail is a Brazil-based retail media technology company founded in 2020 and headquartered in Rio de Janeiro. The company operates a retail media platform that helps retailers monetize their digital sales channels by connecting them with industry data and brand-side advertising demand, effectively positioning retailers as advertising publishers. Its core offering addresses two pain points for retail operators: underutilized digital sales channels and limited ability to translate first-party data into incremental revenue.

The platform is sold through an enterprise field sales motion targeting retailers directly, with a stated use case of helping retailers increase sales and digitalize sales channels. Revenue is generated through advertising on the retail media platform, making the company's monetization mechanics dependent on building a three-sided marketplace of retailer publishers, brand advertisers, and intermediary agencies. No specific named product modules, sub-products, or distinct technical components are disclosed in the available source material, and pricing is not publicly disclosed.

The company was founded by entrepreneurs with prior operating backgrounds at B2W (a major Brazilian e-commerce group) and Rappi (a Latin American delivery and marketplace platform), bringing retail and marketplace expertise to the venture. As of January 2023, Newtail had raised approximately US$ 1.65 million in cumulative funding across a 2021 pre-seed/seed led by Latitud (US$ 250,000) and a 2023 seed led by Big Bets (US$ 1.4 million), with participation from Norte Ventures, Prodigio Capital, and VERVE CAPITAL. The company operates with 11-50 employees and competes in a Brazilian retail media market that includes substantially larger and better-capitalized incumbents serving major retailers such as Casas Bahia, Leroy Merlin, Decathlon, and Americanas.

Name

Newtail

Website

https://newtail.com.br

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Brazil-based retail media technology startup founded in 2020 that helps retailers monetize digital sales channels and first-party data by connecting them with brand advertising demand through an enterprise SaaS platform.

Ownership category

akta.pro rank

Product category

Retail Media Platform

akta.pro primary industry

Social Commerce Advertising & Shoppable Ads Platforms (CRAFANAK)

Keywords

• Retail media platform
• E-commerce advertising
• Retail technology
• Digital retail solutions
• Shopper marketing

Headquarters

HQ city

Rio De Janeiro

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Retail Media Platform Services: The company helps retailers connect with industry data to increase sales and digitalize sales channels through a retail media platform.

Go-to-market motion1 record

Core offering

Newtail operates a retail media platform that helps retailers connect with industry data to increase sales and digitalize their sales channels. Through the platform, retailers can leverage first-party data and advertising inventory to create a new monetization layer on top of their existing retail operations, while brands gain access to audiences at the point of purchase.

Product overview

Newtail operates a retail media platform that helps retailers connect with industry data to increase sales and digitalize sales channels. The company plans to expand its platform targeting more retailers and industries. Based on the available source material, no specific named product modules, sub-products, or individual feature offerings were identified.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Media Platform

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Kevel: Kevel offers retail media APIs and infrastructure that let retailers build their own ad platforms; comparable to Newtail in serving the same retail media use case via a platform/API model.
• VTEX Ads: VTEX Ads is a Brazilian retail media platform that monetizes retailer ecosystems via onsite, offsite, and in-store advertising — directly overlapping with Newtail's core offering in the same geography with named Brazilian retailer publishers.
• CitrusAd (Publicis Commerce): CitrusAd is a dedicated retail media platform enabling retailers to monetize through sponsored product ads and on-site media; it is now part of Publicis, giving it scale advantages versus Newtail.
• Moloco: Moloco operates a retail media platform (Moloco Ads) that powers monetization for retailers and marketplaces using machine learning; competes with Newtail for the same retail media wallet with stronger funding and global reach.

Broad incumbents

• Criteo: Criteo is a global commerce media platform that powers retail media and personalized advertising for retailers and brands; it operates a broader portfolio than Newtail but competes in the same retail media category.
• LiveRamp: LiveRamp provides data connectivity, identity resolution, and retail media enablement for retailers and brands; overlaps with Newtail's value proposition of connecting retailers with industry data.
• Roundel (Target Retail Media): Roundel is Target's in-house retail media network offering brands advertising across Target properties; representative of the retailer-owned retail media model Newtail is enabling for retailers.
• Nielsen (NielsenIQ / Retail Media): NielsenIQ provides retail media measurement, data, and analytics used by retailers and brands globally; adjacent to Newtail's data-connectivity value proposition for retailers.
• Publicis Commerce / Epsilon: Publicis operates CitrusAd and Epsilon-based retail media capabilities for retailers and brands globally; represents the integrated holding-company competitor that Newtail must contend with for agency-driven retail media budgets.

Regional players

• Instacart Ads: Instacart Ads is a US-focused retail media network enabling CPG brands to advertise on the Instacart marketplace; comparable retail media business model but serving North America rather than Brazil.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/newtail

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors5 records

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 Newtail