What: A new retail media company has born in Europe.

Why it is important: The goal is to federate as many retailers as possible, and Unlimitail include for now Galeries Lafayette and Luisa Via Roma, alongside Rakuten, Kingfisher France of Showroomprivé, for instance.

Carrefour and Publicis have launched a joint venture called Unlimitail to exploit retail media in Europe and South America.

Unlimitail aims to meet the growing demand for retail media by combining Publicis' advanced technologies with Carrefour's expertise in the field. The platform has already partnered with 13 entities, encompassing over 120 million customers and 1.5 billion monthly page views globally.

Retail media, which allows advertisers to target shoppers with personalized promotions based on consumer data, is a rapidly expanding industry. Through Unlimitail, Carrefour and Publicis aspire to become major players in the retail media sector, which is currently dominated by Amazon.

Carrefour and Publicis create retail media giant