Newtail
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.
- Company typePrivate
- Founded2020
- HeadquartersRio De Janeiro, Brazil
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
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.
Newtail firmographics
Firmographics- 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
Newtail industry classification
Industry- Product category
- Retail Media Platform
- akta.pro primary industry
- Social Commerce Advertising & Shoppable Ads Platforms (CRAFANAK)
Keywords
Where Newtail is headquartered
LocationHeadquarters
- HQ city
- Rio De Janeiro
- HQ country
- Brazil
- HQ region
- Latin America
Markets served
Newtail business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- 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
Newtail product offering
Product offeringCore 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
Companies that use Newtail
Customer profileSegments1 record
Ideal customer profiles1 record
Newtail technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Newtail partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Newtail competitors and assessment
Company assessmentDirect 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
Newtail social profiles
Digital presenceNewtail financial estimates
Financial estimateRevenue estimate
Valuation estimate
Newtail leadership team
Management profileNumber of profiles
Profiles4 records
Newtail funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Newtail 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 Newtail
What does Newtail do?
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.
Is Newtail a public or private company?
Newtail is a private company. It is classified as venture growth investor backed and is currently operating.
When was Newtail founded?
Newtail was founded in 2020. It employs 11 to 50 people.
Where is Newtail based?
Newtail is headquartered in Rio De Janeiro, Brazil, in the Latin America region.
How does Newtail make money?
One revenue line is on record: retail Media Platform Services.
Who are Newtail's main competitors?
Direct peers on record are Kevel, VTEX Ads, CitrusAd (Publicis Commerce) and Moloco. Broad incumbents are Criteo, LiveRamp, Roundel (Target Retail Media), Nielsen (NielsenIQ / Retail Media) and Publicis Commerce / Epsilon. Instacart Ads is listed as a regional player.
Does Newtail have an API?
No public API is recorded for Newtail.
What industry is Newtail in?
Newtail's product category is Retail Media Platform. Its primary akta.pro industry code is CRAFANAK, Social Commerce Advertising & Shoppable Ads Platforms.