Publicis Groupe Acquires CitrusAd, An Australian-Based SaaS Provider

Publicis Groupe has bolstered its retail portfolio by obtaining the Australian-based Software as a Service (SaaS) provider CitrusAd, which will help the company improve its marketing effectiveness on retailer websites. 

This has come at a time when the company has undergone rapid development of eCommerce over the last two years. 

By the virtue of this agreement, CitrusAd, which was started in 2017, will continue to function as a distinct organization while working within Publicis Epsilon’s data division to build a personal identity-based solution for retailers based on Epsilon’s existing Core-ID data product.

CitrusAd is a SaaS platform that enhances brand marketing performance directly into retailer websites, with over half of its revenue based in the United States. 

Kohl’s, Macy’s, Tesco, Ocado, Lowe’s, Sainsbury’s, and Woolworth’s are just a few of the companies that collaborate with the firm in 22 countries. It also boasts that its self-serve platform is being used by 4,000 brands.

The co-founder and chief executive of CitrusAd,  Brad Moran said in an interview that there had been discussions with other interested parties about the acquisition’s timing, but that the transaction with Publicis looked to be the best option.

Moran threw some light on this acquisition and said that Epsilon and CitrusAd’s partnership helps retailers to increase income by marketing co-branded assets across broader publisher networks outside of their four walls. 

He further commented – 

The world is moving to become cookieless, the world is moving towards walled gardens, and between us and Epsilon, we want to build the biggest walled garden in the world

Epsilon’s identification layer, Code ID, stores first-party data on customers worldwide, with 200 million profiles in the United States and 50 million in Europe alone. CitrusAd will add to Epsilon’s existing insights on online shopping and buying patterns, allowing the brand to better understand its customers and increase conversion rates. 

Arthur Sadoun, CEO and chairman of Publicis Groupe said :

We are delighted to welcome Brad, Nick and the CitrusAd team to Publicis. The leading technology they have developed, coupled with Epsilon’s CORE ID will enable CPG brands to grow faster and retailers to generate new sources of revenue to win in a platform world. It will also give to Publicis a strong competitive advantage in a channel that by 2025 should surpass traditional TV spend

CitrusAd will continue to be managed by Moran in his existing capacity and co-founder and CMO Nick Paech, who will supervise 130 engineers and media professionals stationed around the world when they join Publicis Groupe.

Moran will report to Thibault Hennion, Epsilon’s head of international operations, and Jay Askinasi, Publicis Groupe’s chief growth officer.