Carrefour and Publicis Launch Retail Media Venture

The joint initiative will capitalize on the booming market across Europe and Latin America

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Following a pandemic-induced boom, retailers are securing an increasingly bigger billing on brands’ media plans. According to BCG Partners, the global retail media market is set to hit $100 billion by 2026, capturing 25% of all digital ad spend.

That’s why Publicis Groupe has announced a joint venture with one of Europe’s largest supermarkets: Carrefour Group.

Launching at the start of 2023 in continental Europe and Latin America (namely Brazil and Argentina), the yet unnamed outfit will turn the chain’s digital and physical properties into advertising space for brands.

The platform will leverage the French ad network’s tech across Carrefour’s retail media supply chain, bringing first-party data, media and advertising solutions to clients across Europe and Latin America.

With the U.S.



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