Valiuz and The Trade Desk pave the wayfor a new retail data approach on the Open Web
- Hélène Allouard
- Oct 7
- 4 min read
Paris, October 7, 2025 – Valiuz, the Data alliance and Retail Media network, announces a strategic partnership with The Trade Desk, a global leader in advertising technology. This collaboration marks a decisive step forward in the advertising utilization of retail data. For the first time, media buyers – advertisers and agencies – can gain self-service access to exclusive Valiuz segments directly via The Trade Desk’s omnichannel media buying platform, covering the entire Open Web, all while maintaining control over their media strategy and campaign optimization. The launch will take place in France, followed by a gradual rollout across other markets where Valiuz operates.
A strengthened partnership to democratize retail data access
This new model positions Valiuz as the first French retail media player, both online and offline, to offer self-service activatable data. It introduces a new generation of off-site solutions to meet a strong market demand: designing more personalized, effective, and transparent campaigns using consumer purchase data from both physical and online stores. The launch will take place in France, with a gradual expansion to other markets where Valiuz is present.
« This extension of our partnership with The Trade Desk – initially tied to our managed service audience extension offer – represents a major strategic advancement », explains Olivier Boutin, Co-Leader of Retail Media at Valiuz. « This partnership responds to a genuine market demand by offering maximum flexibility to our advertiser and agency clients. This new offering will make our data accessible by facilitating its activation autonomously and in full compliance. »
A technological offering for more effective advertising
With this new phase, Valiuz adopts a data-as-a-product approach: proprietary data segments – anonymous, opt-in, and strictly compliant with GDPR – are now marketed programmatically. All operations are governed by a legal framework that strictly regulates data usage and prohibits activation by competing entities.
Through The Trade Desk’s omnichannel platform, advertisers and agencies can deploy their campaigns across the entire Premium Open Web, including high-growth channels such as Connected TV (CTV) and digital audio. This extension enables advertisers and agencies to move beyond partner retailer websites, activating precise retail data throughout the marketing funnel. The result: better targeting and enhanced performance optimization, both in terms of conversion and brand impact.
« Retail data is transforming digital marketing, and our partnership with Valiuz allows advertisers and agencies to leverage shopping behaviors to maximize the impact of their advertising budgets and add genuine value for consumers », notes François-Xavier Le Ray, General Manager France and BENELUX at The Trade Desk. « Brands are leveraging these powerful insights to boost commercial performance and refine their media choices, creating a true win-win synergy between marketers and consumers on the Open Web. »
Technology lies at the heart of this innovative offering. Thanks to its Customer Data Platform (CDP), Valiuz creates high-value segments from a unique consumer database drawn from 18 major French and European retail brands. The segments are activated using pseudonymized advertising IDs without the possibility of cross-referencing data, ensuring effective targeting while safeguarding the confidentiality of personal data.
The ambition of this expansion is clear: to provide Valiuz’s partner retailers with a new way to monetize their data within an expanded ecosystem while generating complementary media revenues.
About Valiuz
Founded in 2019, Valiuz is a technological alliance leveraging collective intelligence to turn data into a strategic asset for innovation and commercial transformation. Backed by a network of around twenty partner brands, as powerful as they are complementary (including Leroy Merlin, Décathlon, Auchan, Kiabi, and Boulanger), Valiuz aggregates and enhances data to enrich customer knowledge and strengthen the personalization of shopping experiences. In France, the company boasts an unparalleled customer database, making it the most significant and diversified source of information available to date. Additionally, Valiuz connects brands with consumers during their purchasing journey, both online and offline, through its omnichannel and multi-market Retail Media offering that spans the entire customer journey—from profiling to activation (on-site, off-site, in-store, and CRM), as well as advertising performance measurement. Thanks to its data-driven approach, Valiuz enables retailers to provide more relevant customer experiences, advertisers to optimize their investments, and consumers to benefit from better-targeted and more responsible advertising. Already present in France, Italy, Poland, and Spain, the company aims to quickly become the European leader in data and Retail Media.
About The Trade Desk
The Trade Desk™ is a technology company that empowers advertising buyers. Through its self-service cloud-based platform, advertisers can design, manage, and optimize digital advertising campaigns across various formats and devices. Its integrations with leading data, inventory, and publisher partners ensure maximum reach and optimal decision-making capabilities. Its enterprise APIs also enable customized developments on the platform. Headquartered in Ventura, California, The Trade Desk has offices across North America, Europe, and Asia-Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn.
PRESS CONTACTS VALIUZ | AGENCE LEON
Fiona THOMAS – Gaëlle LEGRIS
+33 6 61 73 98 18 – +33 6 26 14 14 90
PRESS CONTACTS THE TRADE DESK | KABLE COMMUNICATION
Illy Benyoussef – Tygénia El-Khattabi
+33 6 28 09 65 41 – +33 6 19 91 40 03