Effective Merger between Valiuz & Infinity Advertising: New Governance for New Ambitions
- Hélène Allouard
- Jan 19
- 3 min read
On January 26, the 50 employees of Infinity Advertising will join Valiuz’s 310 employees at their Paris headquarters. This strategic alliance, aimed at creating a European leader in retail media, is naturally accompanied by a new organizational structure to support the expected high growth.
Lille & Paris, January 19, 2026 – Following the initial market announcement last September, Valiuz and Groupement Mousquetaires are finalizing the merger of their respective Retail Media activities—Valiuz and Infinity Advertising—this new term. While all 360 positions are being retained, the newly created entity will benefit from a reorganized governance structure. The stakes are high: rapidly asserting European leadership by leveraging the transactional power of Mousquetaires' banners, Valiuz’s international development potential, and the depth of its data alliance comprising 18 multi-sector banners among the French population’s favorite brands.
New Retail Media Governance at Valiuz
Under the Presidency of Bruno Delahaye and the General Management of Sébastien Zecchini:
Alban Schleuniger, formerly Managing Director of Infinity Advertising, becomes Leader, Business Retail Media France. His mission will be to drive sales force excellence in France, establishing Valiuz as an essential partner and providing a performance-oriented strategic vision to guide business choices and priorities. The banners involved are those based in France and Belgium where the 1P model is predominant, specifically in the Food and Home Appliance sectors.
Olivier Boutin, formerly Co-Leader of Retail Media at Valiuz, becomes Leader, Retail Media Offers, Marketing/Communication & French Customer Engagement. He will be responsible for developing a team dedicated to transformation, satisfaction, and the standardization of relations with partner banners, as well as building and promoting a global Retail Media offering that meets market expectations while ensuring the profitability of the Valiuz model.
Frédéric Marty-Debat, formerly Co-Leader of Retail Media at Valiuz, becomes Leader, Global Retail Media Development (International and “Platform”). He will lead Valiuz’s international business expansion (development and principal relations, sales, and ad operations) and support the growth of the “Platform” model for banners with marketplaces, such as Decathlon and certain Adeo Group banners (Leroy Merlin, Tecnomat, etc.).
Initial Merger Assessment, 2025 Results, and 2026 Outlook
The Valiuz and Infinity Advertising teams deployed their first on-site offering dedicated to the food sector last September, before launching—as of November—an audience extension offering based on the loyalty cardholders of three food banners: Auchan, Intermarché, and Chronodrive. Less than six months later, the initial results are positive: a +24% increase in new advertisers, representing +90% growth in budgets positioned in anticipation across the three banners (Auchan, Chronodrive, Intermarché) compared to 2025.
By combining Valiuz’s innovative Retail Media solutions (an alliance of 18 banners) with the power of Groupement Mousquetaires (7 banners), this new ecosystem—unique in Europe—enables the targeting of multiple key consumer verticals. These include Food (Auchan, Intermarché, Chronodrive, etc.), DIY and Home (Leroy Merlin, Bricomarché, Bricorama, etc.), Multimedia and Home Appliances (Boulanger, Électro Dépôt, etc.), Apparel (Kiabi), and Sport (Decathlon).
This is achieved with an unrivaled reach, as these banners collectively represent more than 10,000 points of sale across 6 countries (France, Belgium, Italy, Poland, Spain, and Portugal).
With a GMV (Gross Merchandise Value) of €50 million in 2024 and €100 million in 2025, this new entity is now targeting €200 million in 2026, effectively doubling its value each year. 2026 will also be the year of acceleration in other non-food verticals and international markets.
“After 18 months of building and structuring our Retail Media network, notably through our successive mergers with Adeo Retail Media, Imediacenter, and Infinity Advertising, we now have all the tools necessary to achieve our ambition: offering an omnichannel, omni-market, and data-driven Retail Media solution... and thus solidifying our position as a European leader.” l Sébastien Zecchini, CEO of Valiuz.
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