The two groups Carrefour and Publicis have announced the creation of a joint venture in the sector of advertising on e-commerce sites! Their goal? Counter the domination of the Amazon giant.
Fusion is strength
Carrefour and Publicis have announced an alliance for the future creation of a joint venture in the digital advertising sector. And this on the markets of Europe and Latin America. This is expected in the first half of 2023.
The target. the goal? Join forces in order to develop their offerings in the retail media sector in order to gain greater market share and be more competitive. In fact, Amazon currently dominates the European market in the field of advertising on e-commerce sites.
This alliance therefore wants to be a concrete response to the domination of the American brand. Subsequently, other companies could also join the boat of this future project.
Retail media, source of opportunities
More than ever, retail media are a very important source of income for distributors. In fact, in the digital age, it constitutes an unprecedented growth lever. How ? By allowing brands to market advertising space on e-commerce sites, as well as data from many customers.
“Our alliance with Publicis allows our model to change dimension. With them, we will move up the value chain, creating solutions for retail media ourselves. “ so declares Alexandre Bompard, CEO of Carrefour.
Thereby, Advertise it will guarantee the implementation of technological tools, while Carrefour will make the data already collected internationally available to the customer. Note that the future company will be owned 51% by the French multinational and 49% by the French advertising and public relations giant.
