Carrefour and Publicis Groupe Launch Unlimitail for European Retail Media Market

Paris-Massy – Carrefour Group and Publicis Groupe have formally launched Unlimitail, a joint venture established to capitalize on the burgeoning retail media market in Continental Europe, Brazil, and Argentina. The announcement was made during VivaTech, a major technology conference in Paris.

Unlimitail intends to partner with retailers and brands, providing the necessary scale, connectivity, and consistency to maximize the potential of retail media in these regions. The venture combines Carrefour's extensive retail expertise with advanced technology from CitrusAd, powered by Epsilon.

In just six months, Unlimitail has secured 13 initial retail partners, representing a combined base of over 120 million loyalty customers and 1.5 billion monthly page views. These partners include major entities such as Kingfisher France, Groupe Galeries Lafayette, Rakuten France, and Showroomprive Group, among others. The objective is to create a leading retail media network across the targeted geographies.

Retail media has emerged as the fastest-growing advertising channel, projected to surpass traditional TV ad spending for consumer packaged goods companies in the U.S. within two years. The fragmented nature of the European and Latin American markets has previously limited the full exploitation of this channel's potential. Unlimitail aims to address this by creating a unified platform for advertisers and retailers.