Citrus Ad

Pioneer in retail media technology before acquisition by Publicis Groupe in 2021

Citrus Ad was a retail media technology platform that provided retailers with tools to create and monetize their own advertising networks. The company specialized in enabling grocery retailers and other merchants to offer targeted advertising opportunities to brands and suppliers across their digital properties, including e-commerce sites and mobile apps. Founded in Australia, Citrus Ad expanded globally and became a significant player in the emerging retail media sector, helping retailers transform their digital assets into advertising revenue streams while providing brands with access to high-intent shoppers at the point of purchase. In 2021, Citrus Ad was acquired by Publicis Groupe, one of the world's largest advertising and communications companies, as part of Publicis' strategy to strengthen its commerce and retail media capabilities. The acquisition was integrated into Publicis' broader commerce practice, with Citrus Ad's technology and expertise becoming part of the larger organization's retail media offerings. The platform's capabilities were absorbed into Publicis Groupe's commerce solutions, marking the end of Citrus Ad as a standalone entity. Prior to its acquisition, Citrus Ad had established partnerships with major retailers globally and was recognized as an innovator in the retail media space, particularly for its self-service advertising platform and performance-based advertising solutions. The company played an important role in the early development of retail media networks, which have since become a critical component of digital advertising strategies for both retailers and consumer brands.