Catalina

What Catalina does

Catalina is a US-headquartered shopper intelligence and personalized media platform that has operated since 1983, serving consumer packaged goods (CPG) brands, retailers, and agencies with deterministic, transaction-level purchase data and cross-channel media activation. Its data assets cover 130 million US households, more than 400 million shopper IDs, $600 billion in annual consumer spending, and 11 billion annual shopping trips processed across partnerships with 70 major retail banners. The company's product portfolio centers on the HUB360 in-flight measurement and multi-touch attribution platform, supported by Audiences (customizable targeting segments), Media & Activation (in-store print network, digital, Advanced TV/CTV, shoppable media, digital out-of-home, and digital promotions), and Sales Drivers solutions for volume, share, penetration, trial, and loyalty objectives. In November 2025 Catalina launched Catalina UNLIMITED to unify cross-channel targeting and measurement linking media exposure directly to verified sales outcomes, and in February 2026 Catalina was acquired by Infillion, integrating its data into Infillion's composable agent-ready advertising platform.

The underlying technology stack combines a real-time shopper database with AI-optimized data science for personalization, segmentation, predictive scoring, and closed-loop attribution; nine product patents in media personalization and real-time dynamic ad delivery are held by CTO Zubin Singh, and President & CEO Kevin Hunter co-holds 50 US patents in advertising technology alongside an Emmy Engineering Award. Catalina operates a proprietary in-store print network at point-of-sale terminals delivering 1:1 personalized coupons (median incremental sales lift of 13.8% on promoted items), alongside digital activation channels including an Add-to-Cart shoppable media solution and a Shopify e-commerce integration.

The business model is B2B enterprise with three revenue streams: media activation services across in-store print, digital, CTV, and programmatic channels; data and audience solutions monetizing deterministic purchase data and shopper IDs; and measurement and analytics services delivered through HUB360. Pricing is custom and quote-based with multi-year contracts and is not publicly disclosed. Go-to-market is enterprise field sales targeting CPG manufacturers and major retailers, supplemented by international operations in France, the UK, Italy, and Costa Rica, with named retail partners including Kroger, Albertsons, Ahold Delhaize, H-E-B, Walgreens, Hy-Vee, Meijer, and Wakefern, and CPG customers including Barilla, Campbell's, Nestle, Pepsico, KraftHeinz, Johnson & Johnson, Kimberly-Clark, Bayer, Pfizer, Danone, and others.

Name

Catalina

Legal name

Catalina Marketing Corporation

Website

https://catalina.com

Company type

Private

Founded year

1983

Operating status

Acquired

Headcount range

501–1,000 employees

Short description

Catalina is a shopper intelligence and personalized media platform serving CPG brands, retailers, and agencies through its HUB360 attribution platform, deterministic purchase data covering 130 million US households, and cross-channel media activation including a proprietary in-store print network.

Ownership category

akta.pro rank

Product category

Retail Media and Shopper Intelligence

NAICS

Media Buying Agencies (541830)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Shopper & Retail Insights (In-Store/Path-to-Purchase, Category Insights) (MPAAALAJ)

akta.pro secondary industry

Feed/Product Listing Ads Management (Shopping, Catalog Ads) (BPAFACAK)

Keywords

• Shopper intelligence platform
• CPG media activation
• Purchase data analytics
• Retail media network
• Multi-touch attribution

Headquarters

HQ city

St. Petersburg

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Activation Services: Catalina generates revenue through media activation services, delivering targeted advertising across in-store print, digital, CTV, and other channels. The company serves as an intermediary between retailers, CPG brands, and agencies, monetizing its shopper data assets through campaign delivery and targeting fees.
2. Data & Audience Solutions: Revenue from providing audience segments, custom audiences, and data-as-a-service offerings to CPG brands and retailers. The company monetizes its deterministic purchase data covering 130 million households and 400+ million shopper IDs.
3. Measurement & Analytics Services: HUB360 platform delivers in-flight measurement and multi-touch attribution services, providing brands with sales impact measurement tied to verified purchase outcomes. Revenue generated through measurement fees and analytics service engagements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Catalina operates a real-time shopper intelligence platform that monetizes deterministic purchase data from 130 million US households across 70+ retail banners. It sells customizable audience segments, cross-channel media activation (in-store print, digital, CTV, shoppable media, digital promotions), and closed-loop measurement and attribution via its HUB360 platform to CPG brands, retailers, and agencies. The platform processes 11 billion annual shopping trips and $600 billion in consumer spending data to deliver personalized marketing and verified sales outcomes.

Product overview

Catalina operates as a shopper intelligence and personalized media platform with a modular architecture centered on its HUB360 measurement platform. The core offering consists of Audiences (customizable targeting segments), Media & Activation (cross-channel media delivery including in-store print, digital, CTV, and shoppable media), Measurement & Optimization (real-time attribution via HUB360), and Sales Drivers (proprietary solutions for volume, share, penetration, trial, and loyalty). In November 2025, the company launched Catalina UNLIMITED to enable unified cross-channel targeting and measurement linking media exposure to verified sales outcomes. The platform is powered by deterministic purchase data covering 130 million US households, 400+ million shopper IDs, and $600 billion in annual consumer spending, processing 11 billion annual shopping trips.

Differentiator

Problem solved

Functional benefit

Brands

• HUB360: In-flight measurement platform providing real-time performance data and multi-touch attribution for campaigns.
• Add-to-Cart
• In-Store Print Network
• Catalina UNLIMITED

Products and services

• HUB360 Catalina's in-flight measurement and attribution platform that uses actual shopper transactions to anonymously connect media exposures to purchases in real time, providing granular performance results and enabling campaign pivots during execution. For CPG brands, retailers, and agencies seeking closed-loop sales measurement.
• Audiences Customizable audience segments and data-as-a-service that provide insights for personalizing messages in a meaningful and motivating way, allowing brands to identify and target specific shopper groups across digital and in-store channels.
• Media & Activation Channel-agnostic media activation solutions including Advanced TV Services, Digital Out-of-Home Media, Display Ads, Digital Promotions, Shoppable Media, and In-Store Print Media, ensuring optimized offerings for individual shoppers.
• In-Store Print Network Proprietary 1:1 real-time personalization integrated at the point of sale (register), delivering targeted offers and messages to shoppers at checkout with a median incremental sales lift of 13.8% on promoted items, distributed across 70+ retail banner partners.
• Shoppable Media (Add-to-Cart) Shoppable media solution enabling conversion of shopper interest into online purchases through Add-to-Cart functionality, powered by Click2Cart technology. Used by DTC and e-commerce brands to drive direct conversion from digital advertising.
• Digital Promotions Flexible shopper reward options and digital incentive solutions aligned with campaign goals, featuring closed-loop measurement for driving sales and ROAS.
• Sales Drivers Proprietary solutions for Retail and Brand covering volume, share, penetration, efficiency, trial, loyalty, and personalization objectives, designed to drive measurable commercial outcomes.
• Catalina UNLIMITED Shopper marketing solution enabling brands to reach and measure impact across multiple retail channels including digital and in-store environments, providing unified targeting and measurement that links media exposure directly to verified sales outcomes.

Quantifiable outcome

• 13.8% median incremental sales lift on promoted items through in-store print programs
• +5 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature5 records

Partnerships

One partnership is on record.

• InfillionflagshipStrategic or Co-development Partner · 23 February 2026Infillion acquired Catalina in February 2026, bringing Catalina's deterministic purchase data under Infillion's control. The acquisition integrates Catalina's $600 billion in annual consumer spending data and 130 million household purchase records into Infillion's composable agent-ready advertising platform. Catalina's executive leadership team joined Infillion, enabling brands to optimize campaigns against verified sales outcomes in near-real time.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Neptune Retail Solutions: Formed from the 2022 merger of Quotient Technology and Neptune Retail Solutions, this company operates digital coupon, promotions, and shopper marketing platforms serving major retailers and CPG brands — directly overlapping with Catalina's media activation and audience businesses.
• News America Marketing: A subsidiary of News Corp offering in-store advertising, free-standing insert (FSI) coupons, and digital promotions for CPG brands and retailers. Directly comparable to Catalina's in-store print network and shopper marketing offerings.
• Criteo: Global commerce media platform specializing in retail media, performance retargeting, and audience targeting for CPG and retail advertisers. Directly comparable to Catalina's digital media activation and audience solutions across the open web.

Broad incumbents

• Circana: Formed from the merger of IRI and The NPD Group, Circana provides CPG and retail measurement, consumer insights, and analytics at scale. Overlaps with Catalina's measurement and analytics offerings while serving a broader client base.
• NielsenIQ: Global consumer intelligence company providing retail measurement, consumer insights, and analytics to CPG manufacturers and retailers. Comparable to Catalina's measurement and shopper insights products as part of a much broader portfolio.
• IRI (Information Resources Inc.): Legacy CPG market research and shopper insights provider (now part of Circana) offering point-of-sale data, consumer panels, and analytics — closely comparable to Catalina's measurement and shopper intelligence capabilities from an incumbent market research angle.

Others

• LiveRamp: Data connectivity platform enabling identity resolution and data collaboration across the advertising ecosystem. Catalina's board includes LiveRamp's Chief Strategy Officer; LiveRamp provides enabling data infrastructure that complements Catalina's shopper intelligence layer.
• Acxiom: Data and marketing services provider offering audience, identity, and data activation solutions to enterprises. Comparable as a data and audience infrastructure peer, though broader in scope beyond shopper data.
• The Trade Desk: Leading independent programmatic/CTV advertising buying platform. Connected to Catalina through the Infillion acquisition and overlapping in CTV activation; comparable as an ecosystem participant in digital media activation rather than a direct head-to-head competitor.

Emerging players

• Kroger Precision Marketing: Kroger's retail media network monetizing the grocer's first-party shopper data for CPG advertisers. Represents the growing class of retailer-owned media networks that compete with Catalina for CPG media budgets using direct first-party purchase data.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/catalina
• YouTubevimeo.com/catalina
• Facebookfacebook.com/CatalinaMarketing
• LinkedInlinkedin.com/company/catalina-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors2 records

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

M&A4 records

Investments

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

Frequently asked questions about Catalina