Cartology

What Cartology does

Cartology is the retail media business of Woolworths Group Limited, operating as a wholly-owned Australian private subsidiary (Cartology Pty Limited, ABN 83 009 671 149) headquartered in Surry Hills, Sydney, with a regional office in Auckland, New Zealand. The company sells data-led advertising solutions that connect FMCG/CPG brands and agencies with Woolworths customers across in-store, online, and Retail Out of Home (ROOH) environments, leveraging Woolworths Group first-party data covering 82.7M monthly transactions and 11M+ Everyday Rewards loyalty members. Its customer base spans enterprise brand marketers across food and beverage, health and beauty, personal care, consumer electronics, telecommunications, and baby care categories, with a secondary mid-market segment served through the Ads Manager self-serve platform.

Cartology's core product portfolio comprises three retail-channel solutions — Woolworths Retail Media (1,100+ supermarkets and Metro stores), BIG W Retail Media (178 discount stores with 8.2M monthly in-store transactions and 18.8M bigw.com.au monthly sessions), and a proprietary Retail Out of Home network of 3,600+ digital screens across 530+ shopping centres — supported by the Ads Manager self-serve platform, the Unified Planning Strategy methodology, and the Category Collection research program. The platform is technically distinguished by its Everyday Rewards data integration, programmatic trading capability through a Vistar Media supply-side platform partnership and a Perion programmatic DOOH partnership, an Insights and Effectiveness Playbook derived from 3,000+ analysed campaigns, and an expanding New Zealand footprint (186 stores, 2,700 screens by 2026). The proprietary Cartology Campaign of the Year Awards program (48 submissions from 36 brands in 2025) functions as both marketing engine and customer engagement layer.

Cartology generates revenue through B2B advertising sales on a quote-based pricing model with multi-year contracts, monetising inventory across display, video, aisle-entry, front-of-store, point-of-sale, online, and programmatic ROOH formats. Pricing is negotiated per campaign based on channel mix, duration, audience targeting, and creative scope and is not publicly disclosed. The company operates a sales-led enterprise field-sales motion with dedicated account managers and roadshow events targeting approximately 300 brand and agency partners, supplemented by self-serve capabilities. Cartology acquired Shopper Media Group for A$150M in July 2022 to expand its digital out-of-home capabilities, and is governed under New South Wales law as a private subsidiary within the Woolworths Group conglomerate.

Name

Cartology

Legal name

Cartology Pty Limited

Website

https://cartology.com.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Cartology is a wholly-owned Woolworths Group retail media business that sells data-led advertising solutions connecting enterprise FMCG, CPG, and brand advertisers with Woolworths customers across Australian and New Zealand in-store, online, and Retail Out of Home channels, leveraging first-party Everyday Rewards data and 3,600+ digital screens.

Ownership category

akta.pro rank

Headquarters

HQ city

Surry Hills

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, Operations

Revenue model

1. Retail Media Advertising: Cartology generates revenue by providing data-led advertising solutions to brands, connecting them with Woolworths customers through in-store, online, and Retail Out of Home channels. The company offers programmatic trading and traditional media buying across their network.
2. Programmatic Trading Fees: Revenue from programmatic advertising through Vistar Media partnership, enabling automated buying and selling of ROOH inventory.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Cartology operates an integrated retail media advertising platform powered by Woolworths Group first-party customer data, enabling brands and agencies to reach Woolworths shoppers through in-store digital screens, online advertising placements, and a Retail Out of Home (ROOH) network of 3,300+ digital screens across 530+ Australian shopping centres. The company combines transaction data from 82.7M monthly Woolworths transactions and 11M+ active Everyday Rewards members with closed-loop measurement that links advertising exposure to actual sales outcomes.

Product overview

Cartology is a retail media business powered by Woolworths Group, offering a unified platform of advertising solutions across three core retail channels: Woolworths supermarkets, BIG W discount stores, and a proprietary Retail Out of Home (ROOH) network. The portfolio includes Woolworths Retail Media Solutions and BIG W Retail Media Solutions as the primary in-store and online advertising products, supported by the ROOH network of 3,300+ digital screens. Additional offerings include the Ads Manager self-serve platform, Category Collection customer insights program, and the Unified Planning Strategy approach that combines brand building with performance marketing. The company also operates the Campaign of the Year Awards to recognize excellence in retail media.

Differentiator

Problem solved

Functional benefit

Products and services

• Woolworths Retail Media Solutions End-to-end retail media advertising solutions across Woolworths and Metro supermarkets, connecting brands with online and in-store customers through digital screens, online placements, and in-store media. Covers 1,100+ Woolworths and Metro stores.
• BIG W Retail Media Solutions Media solutions for BIG W discount stores connecting brands with 18.8M monthly bigw.com.au visitors and 8.2M monthly in-store transactions through off-network, front of store, in-store, and online advertising across 178 BIG W stores.
• Retail Out of Home (ROOH) 100% digital Retail Out of Home advertising network with 3,300+ screens across 530+ shopping centres in Australia, offering small and large format placements with measurable ROI linked to sales data. Includes 2,700 additional digital screens across 186 Woolworths stores in New Zealand.
• Ads Manager Self-serve advertising platform for managing retail media campaigns across Cartology's network, accessed at ads.cartology.com.au.

Quantifiable outcome

• New product launches with Retail Media support achieved 70% higher sales and 75% more customers
• +5 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and strategic.

• Vistar MediacoreTechnology or Integration · 17 June 2025Partnership with Vistar Media providing a supply-side platform for programmatic trading of Cartology's Retail Out of Home inventory. Enables automated buying and selling through custom private marketplace deals across their ROOH network.
• PerioncoreTechnology or IntegrationProgrammatic DOOH partnership for Boost Mobile campaign, providing data-driven targeting, intelligent media planning, and contextual creative delivery across Cartology's ROOH network.
• Shopper Media GroupcoreStrategic or Co-development PartnerAcquired by Cartology for $150 million in 2022, expanding digital out-of-home media capabilities across Australian shopping centres. Enhances Woolworths' retail media network and advertising offerings.
• StyleprintstrategicStrategic or Co-development PartnerStrategic partner for in-store activations and point-of-sale executions. Collaborated on multiple award-winning campaigns including Dove Rexona Whole Body Deodorant takeover and Little Swisse Gummies launch.
• Mars United Commerce ANZstrategicStrategic or Co-development PartnerCommerce marketing partner collaborating on campaigns including Purina One Dry Dog Launch at Woolworths, winning Silver at Shop! ANZ Awards 2026.
• HatchedstrategicStrategic or Co-development PartnerCollaborative partner on Who Gives A Crap Retail Out of Home campaign, winning Best Retail Media Campaign at B&T Media Industry Awards 2025.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Criteo: Global commerce media platform monetising retailer audiences via off-site retargeting, on-site display and retail media tech. Comparable to Cartology in the retail media / commerce media category, with similar advertiser overlap and measurement-driven value proposition.
• oOh!media: Australia's largest out-of-home media operator with a significant digital OOH footprint across retail, roadside and lifestyle environments. Directly comparable to Cartology's ROOH network in channel type, audience scale and advertiser base, though it lacks the retailer-owned first-party data advantage.
• Coles 360: Coles Group's retail media business, offering in-store, online and data-led advertising powered by Coles' first-party Flybuys and transaction data. The closest direct competitor to Cartology in ANZ, mirroring the same retailer-anchored retail media model.

Broad incumbents

• Seven West Media: Major Australian commercial broadcaster and digital media operator with growing connected-TV and digital ad inventory. Competes with Cartology for FMCG advertiser budgets across brand-building channels, and is increasingly building commerce-linked ad products.
• News Corp Australia: Diversified Australian media business with national newspaper, digital and advertising platforms that compete for FMCG brand budgets. Provides a comparable scale incumbent reference point for measuring Cartology's share of advertiser mindshare and spend in ANZ.
• Amazon Ads: Amazon's retail media network and broader advertising business, leveraging owned first-party purchase data and an end-to-end ad-tech stack. Sets the global benchmark Cartology is measured against in retail media capability and advertiser mindshare.
• JCDecaux: Global leader in out-of-home advertising including street furniture, transit and digital OOH. Comparable to Cartology's ROOH inventory in channel mechanics and scale, with broader geographic reach but no equivalent retailer-owned data layer.

Regional players

• Catch (by Wesfarmers): Australian online marketplace owned by Wesfarmers (which also owns Kmart, Target and Bunnings) that has built advertising and media capabilities for brands selling on its platform. Operates in the same ANZ market as Cartology and competes for brand marketing budgets, though from an e-commerce rather than in-store/ROOH angle.
• Val Morgan: Australian digital and static OOH operator with strong cinema and shopping-centre presence. Overlaps with Cartology's ROOH network on venue types (shopping centres) and advertiser demand, particularly for entertainment and FMCG brands.

Emerging players

• Moloco: AI-driven retail media and programmatic platform enabling retailers and marketplaces to monetise first-party data. Comparable technology stack and retail media positioning, with a focus on retail-media-as-a-service that overlaps with Cartology's broader ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cartology-part-of-the-woolworths-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cartology