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Anup Oommen
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Advertima, Publicis Media join forces for unified, omnichannel retail media buying

Anup Oommen
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Publicis Media's Mazen Mroueh tells Campaign Middle East about how Publicis Groupe Middle East agencies can now use Advertima’s real-time audience capture, segmentation and activation technology as a 'gamechanger' to plan and buy campaigns leveraging the same audience definitions across retailers and across channels – onsite, offsite, and now in-store – to derive 'unmatched consistency, scale and efficiency'.

Advertima Publicis MediaAdvertima's computer vision-based AI does not require shopper IDs and matches these segments to online audience definitions, enabling real-time, cross-channel activation based on aligned audience segments.

Advertima, a global leader in AI-powered in-store audience data, has partnered with Publicis Media Middle East to unlock a new level of retail media execution: unified audience-based media buying across retail media networks and channels.

The partnership with Publicis Media Middle East aims to activate the demand side by 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.

The announcement follows a recent partnership between Majid Al Futtaim’s retail media network, Precision Media, and Advertima to enable the supply side by making unified retail media audiences addressable across Carrefour’s network via Precision Media.

Publicis Grou


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Tags:activation technologyAdvertimaAdvertisingaffinity attributesArtificial IntelligenceAudienceaudience captureaudience dataaudience data toolsaudience taxonomiesCampaignsClientscomputer vision-based AIcontextualdemand sidedigital billboardsDigital out-of-homeDOOHDOOH networksexecutionIman Nahviin-storemarketingMazen Mrouehmeasurementmedia buyersmedia buyingoffsiteonsiteplanningPrivacyPublicis MediaPublicis Media Middle EastReal timeretail mediaretail media channelsretail media networksretailersSegmentationsupply sideTrainingunifiedvisual
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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