Equativ and Valiuz have integrated real-time shoppable product carousels into the Maestro platform to support audience extension campaigns with in-store sales attribution. A pilot campaign for Groupe SEB's Moulinex brand reported that 75% of revenue occurred in physical retail locations, though the companies provided limited methodological detail regarding attribution and ROAS calculations.
This integration addresses the growing demand for offsite retail media that proves business impact beyond digital storefronts. By linking programmatic display to in-store till receipts, Equativ and Valiuz are positioning themselves against established French blocs like Unlimitail and Criteo. The high share of physical store revenue aligns with broader industry findings that siloed digital attribution often understates the total value of upper-funnel video and display spend. As European buyers increasingly prioritize standardized ROAS reporting, the success of this model will depend on greater transparency regarding attribution windows and matching methods. Watch for whether Equativ expands these shoppable formats into its connected TV partnerships with Titan OS.
Equativ has been building its retail media capabilities through a series of strategic moves over the past year. In June 2024, Equativ announced its merger with Sharethrough, one of the top independent omnichannel ad exchanges, creating one of the largest global independent ad marketplaces. The combined entity reported 16% and 20% year-over-year growth respectively in Q1 2024, driven by curation, CTV, and green media products. By June 2025, Equativ completed the full unification of Sharethrough under its brand, consolidating planning, curation, activation, and optimization into the Maestro platform, which now hosts the shoppable ad format with Valiuz across CTV, video, native, display, and retail media environments. Equativ further strengthened its retail media division in September 2024 with the acquisition of Kamino Retail, an agnostic on-site retail media platform designed for retailers. The deal, supported by Bridgepoint, gave Equativ a centralized technology platform combining on-site and off-site monetization with access to all demand sources including programmatic. Kamino Retail had been the first to launch video retail media formats, and the integration allows retailers to activate first-party shopper data on Equativ's inventories. This acquisition directly underpins the Valiuz shoppable ads integration, as it provides the technical infrastructure for connecting digital campaigns to retail environments. The competitive landscape for Equativ's shoppable ad format includes Criteo, which reported in Q2 2025 that Retail Media Contribution ex-TAC grew 11% year-over-year at constant currency, with same-retailer retention at 112%. Criteo expanded its platform to 4,000 brands during the quarter and launched Auction-Based Display technology bringing programmatic flexibility into retail media environments. Equativ's differentiation with Valiuz lies in combining its SSP infrastructure with shopper data to close the loop between digital impressions and physical point-of-sale transactions, a capability that remains rare among independent ad tech vendors in the European market.
Equativ and Valiuz have integrated real-time shoppable ads into the Maestro platform, allowing brands to bridge digital campaigns with physical retail. A pilot for Moulinex saw a 2.5x higher click-through rate and 75% of revenue generated in-store, highlighting the growing importance of offsite retail media and accurate, cross-channel attribution.
The pilot for the Moulinex Cookeo multicooker reached 410,000 unique users, achieved a click-through rate 2.5 times higher than previous benchmarks, and generated 75% of its attributed revenue in physical retail stores.
Maestro now supports real-time catalogue management, which allows advertisements to dynamically adjust product pricing and stock levels based on current data.
Valiuz provides transactional data from a retail alliance including Auchan, Leroy Merlin, and Decathlon, which powers offsite audience extension and helps connect digital impressions to physical point-of-sale transactions.
Equativ acquired Kamino Retail in September 2024, providing the technical infrastructure to combine on-site and off-site monetization and allowing retailers to activate first-party shopper data across Equativ's inventories.
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