Epsilon & CitrusAd Recognized in Sell-Side Retail Media Solutions : Report
Epsilon and CitrusAd today announced that they were named a Strong Performer and a Leader, respectively, in “The Forrester Wave™: Sell-Side Retail Media Solutions, Q3 2021” by Forrester Research, Inc. Epsilon received the highest possible score in the off-site ad inventory, integration, identity solutions, omnichannel measurement and innovation roadmap criteria. CitrusAd was the only company to earn the top score in the performance, and measurement and reporting criteria, and the highest score possible in the on-site monetization criterion.
Forrester evaluated the sell-side retail media solutions of eight companies across 25 criteria and grouped into three high-level categories: current offering, strategy, and market presence.
The report follows the July 2021 announcement of Publicis Groupe’s planned acquisition of CitrusAd.
Epsilon’s and CitrusAd’s strengths and complimentary offerings will enable Publicis Groupe to lead a new generation of retail media based on real identity. The full-funnel, integrated approach will allow brands to optimize messages when consumers are most receptive across on-site, off-site and in-store channels, leading to greater conversation rates and allowing consolidated measurement at SKU-level. The combined offering will be informed by a common identity layer, Epsilon’s CORE ID, the only identity offering to be recognized in all four functionality segments in Forrester Research’s “Now Tech: Identity Resolution, Q3 2020.”
Thibault Hennion, Director of International Operations at Epsilon, said: “We are thrilled to see both CitrusAd and Epsilon recognized in the Forrester Wave as a Leader and Strong Performer. Their strong performance, in our opinion, confirms Publicis Groupe’s ambition to lead the next generation of retail media. With CitrusAd, brands can optimize their footprint directly on a retailer’s website, with full transparency of their performance at product level. With Epsilon, brands and retailers can unleash all the power of their partnership by expanding their reach, increasing retention and converting new customers. Epsilon and CitrusAd’s complimentary offerings will provide clients with a combined solution that is even more powerful than the sum of its parts. In the end, the unified offering will create a better value exchange between brands, retailers and consumers.”
In the assessment of Epsilon and CitrusAd, Forrester Senior Analyst Collin Colburn writes:
“CitrusAd offers superior on-site search, display media, and measurement capabilities in an easy-to-use platform. One client reference said, ‘Our suppliers love the flexibility and ease of use of the platform to buy media. And their reporting is stellar.’ Clients love CitrusAd’s flexible commercial model because it allows retailers to choose from a network model approach or isolated instance of the platform, which can be done through managed service, self-serve, or a bit of both.”
“Epsilon’s data backbone gives it a unique position within retail media. Epsilon’s vision for retail media centers around creating a value exchange between the retailer, brand, and customer, and breaking down barriers between brands and customers. This strategy makes sense for a company known for its data and customer engagement, loyalty, and email capabilities.” The report continues, “[It] is strongest in off-site media where its CORE ID solution enriches retailers’ first party data for activation. In addition, its identity resolution functionality and off-site media partnerships are top-notch.”