Advertima, the global leader in AI-powered in-store audience data, has partnered with Publicis Media ME to unlock a new level of Retail Media execution: unified audience-based media buying across retail media networks and channels.
This strategic collaboration answers a critical industry need: enabling media buyers to activate consistent audience segments in real-time across both online and physical environments, bridging the gap between in-store, onsite, and offsite Retail Media.
Using Advertima’s real-time audience capture, segmentation, and activation technology, Publicis agencies can now seamlessly plan and buy campaigns across in-store and DOOH networks – leveraging the same audience taxonomies they already use in onsite and offsite Retail Media channels.
“This partnership is a game-changer for how we activate audiences in the physical world,” said Mazen Mroueh, Head of Performance Product & Operations at Publicis Media Middle East. “Being able to use the same audience definitions across retailers and across channels – onsite, offsite, and now in-store – gives our teams unmatched consistency, scale, and efficiency in campaign planning and execution.”
Advertima’s computer vision-based AI segments in-store shoppers in real time based on visual, contextual, and affinity attributes. Following privacy-by-design principles, it does not require shopper IDs and matches these segments to online audience definitions, enabling real-time, cross-channel activation based on aligned audience segments.
For media buyers, this means unified planning, execution, and measurement of campaigns that span not only multiple retail media networks but also across channels. For retailers and DOOH networks using Advertima’s technology, it unlocks new demand from one of the world’s leading media groups looking to move beyond traditional DOOH and tap into in-store audiences programmatically or traditionally via direct deals.
“With Publicis, the market and innovation leader in the Middle East, we’re showing the industry what’s next: Retail Media Networks that adopt our technology become addressable and measurable at scale,” said Iman Nahvi, Co-Founder and CEO of Advertima. “That makes them preferred inventory for the world’s most advanced media buyers – and opens the door for In-store and Out-of-Store Retail Media to finally unify around shopper audiences, not around locations.”
This innovation expands on the recent onboarding of Hypermedia’s and Majid Al Futtaim’s Precision Media networks and paves the way for a Middle East-wide rollout of addressable in-store and out-of-store media, unified with online channels.
The partnership between Publicis and Advertima represents a pivotal moment in the evolution of Retail Media, transforming fragmented buying processes into seamless, audience-first omnichannel strategies.
