Horses Are Better Than Unicorns: The CitrusAd Story | #164

n this episode of Add To Cart, we are joined by the guy who used to play in Wayne Carey’s number 18 jersey at the North Melbourne Kangaroos.  Nowadays, he is better known for having recently sold his retail media business, CitrusAd, to Publicis for $200m. Brad Moran is the CEO and Founder of CitrusAd - they monetize the digital shelf of eCommerce retailing sites. Or to put it simply, they take the old school grocery shelf buying and make it accessible for online retailers so they can generate  additional revenue from the eyeballs they attract.  And no doubt they were a healthy acquisition target - CitrusAd powers media sales and ad-serving for more than half of the top 20 retailers in the world. This includes Tesco, Sainsbury’s, Argos, Bed Bath & Beyond and here in Australia, The Iconic, Woolworths and Coles. As you’ll hear from Brad, retailers can earn anywhere from an additional $5K a month to $10m a month in revenue by making their website real estate available for bidding. Apart from getting a great overview on how CitrusAd works, we go into depth on the emergence of Amazon in Australia, why category terms are more powerful than brand terms and the “chasm of death” when it comes to selling the business that you have founded. Links from the episode:WoolworthsDan MurphysMoet HennessyCokeColesOfficeworksAmazon EbayTargetTescoSainsburysBed Bath & BeyondShopify Plus (sponsored)Signet and Liquor Loot (sponsored)Questions answered:How does CitrusAd work?What client results have stood out for you?How did you pick your timing for exiting the business?Thanks to our sponsors, Shopify and Klaviyo, for bringing you the show.Sponsor Add To Cart: https://addtocart.com.au/sponsor/ Hosted on Acast. See acast.com/privacy for more information.Subscribe to the Add To Cart newsletter  SMS us to Suggest a Guest Connect with Nathan Bush Join the Add To Cart Community