Publicis Groupe acquires Australian-owned company, CitrusAd

Publicis Groupe has announced the acquisition of CitrusAd, an Australian software as a service (SaaS) platform that optimises a brand’s marketing performances directly within retailer websites.

With more than 50% of its activities in the U.S., CitrusAd is present across 22 countries and six industries. CitrusAd provides its technology to more than 70 major retailers globally. Over 4000 brands are utilising their self-served platform.

Publicis Groupe acquires Australian-owned company, CitrusAd

In 2023, e-commerce sales for CPG brands will have doubled versus 2019 levels. From C$30 billion annually already, it is set to double in the next 5 years, and will represent one of the biggest channels of CPG media spends in the next few year.

CitrusAd is an Australian-based company founded in 2017 by Brad Moran and Nick Paech and gathers 130 engineers and retail media experts around the world. The company will act as a standalone business within Epsilon, being closely integrated into their technology to achieve market-leading synergies. The transaction remains subject to customary approvals and is expected to close in the next weeks.

Brad Moran, co-founder and CEO of CitrusAd said: “It’s not every day you find a partner the size of Publicis Groupe that not only shares the same vision and entrepreneurial spirit as CitrusAd but who can apply their advertising prowess and muscle to a technology company like ours. Retailers and brands are entering uncharted territory as retail media grows and having Publicis supporting CitrusAd in its efforts, I know that our customers will reap the benefit of a century’s worth of media expertise combined with high quality technology and a team of retail media experts”.

Arthur Sadoun, CEO and shairman 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”


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