Havas Group and SaaS company Mirakl have announced a global agreement in order to boost its retail and e-commerce media. Through platform innovation, Mirakl, a pioneering and top SaaS solution, helps organizations turn into digital enterprises. One of the biggest international communication networks in the world is Havas. Through the cooperation, clients of Havas Group will be able to use Mirakl’s services to market their goods on marketplaces run by Mirakl. Additionally, it presents the SaaS platform as a valuable ally in helping Havas customers establish and expand their marketplace.
Utilizing Mirakl’s distinctive AI-powered advertising technology tailored for marketplaces and e-commerce, the partnership will produce the most potent standalone retail media network for brands and merchants. Additionally, it will make use of the partnerships and clients of both organizations. With this collaborative offering, Mirakl will enable companies and brands to use its software to manage their dropship and third-party marketplace operations.
Building a retail media network
Retail media, according to Mirakl, enables businesses to make money off 97% of website visitors who don’t make purchases. By 2027, it will have opened up a brand-new market with a potential worth of over $160 billion worldwide. Retail media are advertisements displayed on both physical and digital platforms at the point of sale or at the point of preference between two brands. The international cooperation equips Mirakl and Havas clients with the resources they need to capitalize on retail media opportunities and seize this highly lucrative potential. It combines Havas Market, a full-service e-commerce platform, with the prestigious technology suite of solutions from Mirakl.
Retailers will be able to effortlessly monetize their consumers thanks to the new platform, which is brand-neutral. Without exposing their data, it will enable marketers to maximize the money they spend on digital advertising on e-commerce platforms. More than 400 businesses worldwide will have a choice of Mirakl Ads in all formats thanks to the new solution’s direct integration into the Mirakl suite. This will contain sponsored search banners that have been created to give users interesting, improved experiences.
Customers turn to digital
Through Mirakl Connect, Havas Market-sponsored brands will have direct, seamless access to the 400+ Mirakl markets. The tools and adaptable onboarding solutions created by Mirakl Connect will make it simple for these firms to manage and advance their e-commerce strategy across a number of Mirakl-powered marketplaces. Through a combined offer, Mirakl will be Havas’ preferred partner in assisting with the creation and expansion of marketplaces across its network of clients.
Retailers will be able to monetize their audiences with Mirakl Ads, the ad solution in the Mirakl suite. Furthermore, brands will be able to maximize their digital expenditures on e-commerce websites. The only marketplace-ready ad solution that is specifically designed for e-commerce is Mirakl Ads. With 200+ clients, it combines distinctive AI-powered technology with a strong global network of completely integrated buyers and sellers. It accounts for roughly 1.3 billion monthly visitors.
Here’s what they said
Yannick Bolloré, Chairman and CEO of Havas shared,
With Havas Market we’re committed to taking a holistic, customer-centric view of our clients’ businesses to find the best solutions to create meaningful shopping experiences for consumers and drive incremental revenue for brands across all sales channels. Enabling our clients’ retail transformation requires partnering with the leading providers in the industry, and with Mirakl we’re building a truly synergistic offering that will deliver growth for both our clients and our organizations.
Philippe Corrot, co-CEO & cofounder of Mirakl added,
B2B and B2C companies have no other choice but to further digitize their activities. Platform models such as marketplaces and dropship as well as Retail Media are among the strongest levers to generate new sources of growth and profitability. By joining forces with Havas, we will together accelerate the adoption of the platform models at a global scale for the benefits of Consumers, Operators and Third-party sellers. The strength of the network and the expertise of Havas and Mirakl combined will create a global leader in Retail Media extending the value creation for our common customers.
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.