Colateral
Colateral is a UK-based retail media technology SaaS company providing multi-location retailers a unified platform to monetize in-store advertising inventory and run compliant omnichannel campaigns through its I.D.E.A. framework (Inventory, Demand, Execution, Analysis).
- Company typePrivate
- Founded2015
- HeadquartersTruro, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Colateral does
Colateral is a UK-headquartered retail media technology company founded in 2015 by Dorian Spackman that provides a unified SaaS platform enabling multi-location retailers to monetize in-store advertising inventory and execute omnichannel marketing campaigns at scale. The platform is organized around the proprietary I.D.E.A. framework — Inventory, Demand, Execution, and Analysis — and comprises integrated modules for inventory management, demand generation, execution, analysis, location profiling, campaign management, artwork automation, display compliance (with photo-based proof of delivery), stock traceability, and campaign optimisation. Following the October 2024 acquisition of Turbyne, an omnichannel retail media provider originally incubated inside Advantage Solutions, the combined platform supports both physical in-store and digital retail media in a single operating system, bringing the company's footprint to roughly 10,000 physical locations across North America and Europe.
The technology differentiates through an in-store-first approach targeting the share of retail sales still occurring in physical stores, dynamic store profiling that maps fixtures, fittings, and customer demographics, and workflow automation spanning order management, artwork templating, and compliance verification. Notable technical features include smart templates allowing non-designers to localize creative at scale, stock traceability from warehouse to execution, photo-based display compliance, and centralized omnichannel order management built on the Turbyne acquisition.
Colateral's revenue model combines enterprise SaaS subscriptions with an optional low-barrier revenue-share arrangement, allowing retailers to launch retail media networks with minimal upfront investment and share media-sales revenue with Colateral. Go-to-market is enterprise field sales with a "Book a Demo" engagement model. The customer base spans grocery (Sprouts Farmers Market, a leading European supermarket chain), betting and gaming (Paddy Power, 600 stores), housewares (Robert Dyas, 100 stores), optical (Vision Express), books and gifts (The Works), and financial services (Nationwide Building Society), with US operations supported from a regional office alongside the Truro, UK headquarters. Pricing is quote-based and not publicly disclosed; the company is privately held, founder-led, and reports no external institutional investors in the source material.
Colateral firmographics
Firmographics- Name
- Colateral
- Legal name
- Colateral Ltd.
- Website
- https://colateral.io
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Colateral is a UK-based retail media technology SaaS company providing multi-location retailers a unified platform to monetize in-store advertising inventory and run compliant omnichannel campaigns through its I.D.E.A. framework (Inventory, Demand, Execution, Analysis).
- Ownership category
- akta.pro rank
Colateral industry classification
Industry- Product category
- Retail Media Software
- NAICS
- Media Buying Agencies (541830), Advertising Material Distribution Services (54187)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045)
- akta.pro primary industry
- Sales Promotion Management (Coupons, Rebates, Sampling, Sweepstakes) (MPAAAJAE)
Keywords
Where Colateral is headquartered
LocationHeadquarters
- HQ city
- Truro
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Colateral 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 Software: SaaS platform revenue from retailers subscribing to use Colateral's retail media operating system for managing in-store and omnichannel inventory, demand generation, execution and analysis
- Revenue Share Model: Low-barrier entry model allowing retailers to launch retail media networks with minimal upfront investment, sharing revenue with Colateral based on media sales generated
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Custom enterprise pricing based on retailer scale and requirements |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Colateral product offering
Product offeringCore offering
Colateral provides a SaaS-based retail media technology platform that enables multi-location retailers to monetize in-store advertising inventory, attract manufacturers and advertisers, streamline campaign execution and compliance, and analyze performance across physical stores. The platform combines inventory management, demand generation, execution, and analysis modules with location profiling, campaign management, artwork automation, display compliance, and stock management capabilities. Following the October 2024 acquisition of Turbyne, the platform now offers unified physical and digital inventory management for omnichannel retail media.
Product overview
Colateral is a retail marketing and media platform offered as a unified modular system. The core Colateral Platform integrates the I.D.E.A. Framework (Inventory Management, Demand Generation, Execution, and Analysis modules) with supporting modules for Location Management, Campaign Management, Artwork Management/Creative Management, Display Compliance, Stock Management, and Campaign Optimisation. Following the October 2024 acquisition of Turbyne, the platform now provides a unified retail media operating system that combines Colateral's in-store inventory management and ad server capabilities with Turbyne's omnichannel retail media capabilities, enabling retailers to monetize physical and digital inventory through a single platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Colateral Retail Media Platform Unified SaaS retail media operating system for multi-location retailers that enables monetization of in-store inventory, attraction of manufacturers and advertisers, streamlined campaign execution and compliance, and performance insight across physical stores; built on the I.D.E.A. framework (Inventory, Demand, Execution, Analysis) with supporting modules for location profiling, campaign management, artwork automation, display compliance, stock management and campaign optimisation.
- Turbyne Omnichannel Retail Media Platform Omnichannel retail media platform that simplifies planning, selling and executing retail media across any channel or partner; provides digital and physical inventory management, workflow automation, and reporting that, since its acquisition by Colateral, integrates with the Colateral in-store platform to create a unified retail media operating system for retailers.
Quantifiable outcome
- Display compliance improved from 42% to 100% for Paddy Power across 600 stores
- +9 more outcomes
Companies that use Colateral
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles2 records
Colateral technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
Colateral partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and flagship.
- TurbynecoreColateral completed acquisition of Turbyne, a Delaware-based provider of omnichannel retail media capabilities originally founded within Advantage Solutions in 2022. The combined entity creates a unified retail media operating system focused on in-store integration, merging physical and digital inventory management, demand generation, workflow and reporting capabilities.
- Sprouts Farmers MarketflagshipOne of the US's largest natural food retailers with 410 stores across 23 states. Currently live using the combined Colateral-Turbyne retail media platform for in-store and omnichannel retail media management.
- European Supermarket ChainflagshipLeading supermarket chain in Europe with more than 700 stores. Currently live with the combined Colateral-Turbyne solution, representing a significant European market partnership.
- Michael Harris (President)coreAppointed as President of the combined company. Seasoned marketing and media executive with proven track record driving business growth and innovation. Extensive retail experience in North America with deep expertise in retail media, marketing, digital transformation, data and intelligence. Formerly behind the launch of Turbyne within Advantage Solutions.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Colateral competitors and assessment
Company assessmentDirect peers
- CitrusAd: Retail media platform enabling grocers and retailers to monetise on-site and off-site ad inventory. Closely comparable to Colateral in serving multi-location retailers with omnichannel retail media capabilities.
- Kevel: Retail media infrastructure platform offering APIs and ad servers for retailers to build custom retail media networks. Direct competitor to Colateral's I.D.E.A. platform in the retail media OS category.
- AisleLabs: In-store retail media and analytics platform for grocery and convenience retailers. Comparable to Colateral in providing in-store digital advertising, measurement, and shopper engagement tools.
Broad incumbents
- Criteo: Large commerce media platform serving retailers and brands across digital retail media. Overlaps with Colateral's omnichannel demand-generation capabilities but operates as a much broader portfolio player.
- Instacart Ads: Retail media network from Instacart enabling CPG brands to advertise to shoppers. Competitor on the demand-side / brand side of retail media that Colateral also serves for in-store execution.
- Vistar Media: Place-based and in-store digital advertising platform for retailers and brands. Overlaps with Colateral's in-store inventory management and execution capabilities across distributed retail networks.
- Quotient Technology (Neptune Retail Solutions): Retail media network and digital promotions platform serving retailers and brands. Competitor to Colateral's omnichannel retail media offering, particularly on the demand-side and promotional execution.
Others
- Advantage Solutions: Sales and marketing services company that originally incubated Turbyne before its spin-out and acquisition by Colateral. Strategically related as the former parent of the Turbyne business now embedded in Colateral's platform.
Emerging players
- Birdzi: Personalisation and digital shopper engagement platform for grocery retailers. Partial overlap with Colateral's campaign management and analytics modules for in-store retail media.
- Talon Outdoor (Talon One / Place Exchange): Programmatic place-based and in-store retail media marketplace. Comparable to Colateral on the inventory monetisation and demand-matching layer for physical retail advertising.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Colateral social profiles
Digital presenceColateral financial estimates
Financial estimateRevenue estimate
Valuation estimate
Colateral leadership team
Management profileNumber of profiles
Profiles3 records
Colateral subsidiaries and ownership
Company hierarchySubsidiaries1 record
Colateral funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Colateral M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Colateral
What does Colateral do?
Colateral provides a SaaS-based retail media technology platform that enables multi-location retailers to monetize in-store advertising inventory, attract manufacturers and advertisers, streamline campaign execution and compliance, and analyze performance across physical stores. The platform combines inventory management, demand generation, execution, and analysis modules with location profiling, campaign management, artwork automation, display compliance, and stock management capabilities. Following the October 2024 acquisition of Turbyne, the platform now offers unified physical and digital inventory management for omnichannel retail media.
Is Colateral a public or private company?
Colateral is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Colateral founded?
Colateral was founded in 2015. It employs 11 to 50 people.
Where is Colateral based?
Colateral is headquartered in Truro, United Kingdom, in the Europe region.
How does Colateral make money?
Two revenue lines are on record. Retail Media Platform Software is the primary driver. The others are revenue Share Model.
Who are Colateral's main competitors?
Direct peers on record are CitrusAd, Kevel and AisleLabs. Broad incumbents are Criteo, Instacart Ads, Vistar Media and Quotient Technology (Neptune Retail Solutions). Advantage Solutions is listed as an others. Emerging players are Birdzi and Talon Outdoor (Talon One / Place Exchange).
Does Colateral have an API?
No public API is recorded for Colateral.
What industry is Colateral in?
Colateral's product category is Retail Media Software. Its primary akta.pro industry code is MPAAAJAE, Sales Promotion Management (Coupons, Rebates, Sampling, Sweepstakes). Its NAICS code is 541830 and its SIC code is 5045.