Valiuz strengthens its omnichannel Retail Media offering through its merger with Imediacenter
- Hélène Allouard
- Jul 2
- 5 min read
The ambition? Offering an effective, responsible, unified, and end-to-end integrated advertising experience, both online and offline.
Paris, July 3, 2025 – Valiuz, the Retail Media agency and Data Alliance, announces today its merger with Imediacenter, a dedicated and prominent player in in-store DOOH (Digital Out-Of-Home) advertising, particularly in large supermarkets and shopping malls. This move marks a strategic turning point for both entities, which have been closely collaborating since 2023. It aligns with Valiuz's aim to provide advertisers with an integrated, measurable, and omnichannel approach to their advertising campaigns throughout the acquisition funnel, from digital to physical stores. For retailers, this merger offers a new value proposition: integrating in-store advertising solutions as an additional revenue stream, enhancing the attractiveness of their Retail Media offering, and unlocking new inventories for commercial promotions.
An integrated online and offline offer from Valiuz, serving both brands and retailers…
Founded in 2016, Imediacenter is a key player in DOOH advertising in France. With a national network of 3,400 screens located in over 145 hypermarkets, 69 supermarkets, and 72 shopping malls, Imediacenter has built a comprehensive and responsible in-store offering. This includes content creation through its in-house studio, operational management of displays via screen outsourcing services, and targeted, measurable media activations. One of Imediacenter's distinguishing features lies in its ability to measure 100% of its DOOH campaigns by combining data from sales receipts, loyalty cards, and third-party data. This data-driven approach ensures precise targeting upstream and detailed performance assessment downstream, providing concrete insights into in-store impact. Furthermore, the company advocates for a responsible model of broadcast, production, and commercialization of media content and advertising activations, balancing business impact with positive societal impact for both brands and consumers across all living spaces. Imediacenter's CSR initiative, dubbed "IMpact," positions it as a pioneer in responsible communication in its sector.
While Valiuz already worked closely with Imediacenter, this integration represents a new chapter in its Retail Media strategy in France. Already a leader in digital and e-commerce, Valiuz now expands its operational expertise to encompass in-store Retail Media, covering the entire omnichannel shopping journey. The goal of this merger is clear: to address the entire advertising funnel – from branding to conversion – in an integrated, efficient, precise, and responsible manner.
Beyond the benefits for advertisers, this merger also strengthens Valiuz's value proposition for its retail partners. The ambition is to offer unified advertising solutions for retailers, spanning all Retail Media channels – from digital to in-store – centrally managed by Valiuz, with the operational execution handled by Imediacenter. This approach will enable retailers to develop a more competitive, cohesive, and efficient Retail Media strategy while benefiting from new inventories for commercial promotions, additional revenue from monetizing their spaces, and an enriched offering that enhances the appeal of their points of sale.
« This operation is the natural culmination of a joint project we've pursued with Imediacenter for several months. It will allow us to accelerate the development of a Retail Media offering that is omnichannel, integrated, cohesive, efficient, and responsible. By combining our expertise, we enable advertisers to seamlessly manage their campaigns – from digital advertising (on-site and off-site) to DOOH and smart labels in stores, and even the e-commerce website – while optimizing their ROI », says Sébastien Zecchini, CEO of Valiuz.
…and significant growth opportunities for Imediacenter
Through this operation, Valiuz takes control of Imediacenter's capital, previously held by its historical shareholders Auchan and Ceetrus. Both brands, recognized and respected in their respective markets, will continue to exist and retain their commercial organizations, while benefiting from numerous synergies: convergence of expertise, leveraging Valiuz Alliance data to refine targeting and enhance omnichannel performance measurement, co-development of integrated advertising solutions, and expansion of partner distribution networks. Content pooling will notably build on the strategic partnership established in January with Imediacenter's creative studio, creating a video bridge between online and in-store environments. Additionally, several projects are underway to activate advertising impact measurement solutions throughout the customer journey, from digital to the point of sale.
While Imediacenter now gains access to Valiuz's business expertise, the merger also opens significant international development prospects for the DOOH in-store expert, allowing it to engage with new key retail players by leveraging Valiuz's multi-brand portfolio and presence.
« Joining Valiuz gives Imediacenter new momentum by integrating into a global Retail Media project. It allows us to take a step forward, broaden our scope of action, and deliver even more value to our clients while staying true to our commitments to responsible communication," explains Sandrine Clion, General Manager of Imediacenter », déclare Sandrine Clion, Directrice Générale d’Imediacenter.
In total, 30 Imediacenter employees and over 260 Valiuz employees are now working hand in hand, forming a collective of committed talent with strong and complementary expertise, united by a common ambition: to redefine Retail Media.
As Retail Media experiences unprecedented growth, this operation positions Valiuz and Imediacenter as catalysts for a new advertising era, where digital and physical commerce merge into one, serving enhanced customer experiences and measurable performance.
This merger comes just a few months after Valiuz's acquisition of ADEO Retail Media, the Retail Media agency activity of ADEO, a business platform specializing in home improvement (Leroy Merlin, Weldom, Saint Maclou, Bricoman...).
About Valiuz :
Founded in 2019, Valiuz is a technological alliance leveraging collective intelligence to transform data into a strategic asset for commerce innovation and transformation. Supported by a network of around twenty powerful and complementary partner brands (including Leroy Merlin, Decathlon, Auchan, Kiabi, and Boulanger), Valiuz pools and utilizes data to enhance customer knowledge and strengthen personalized shopping experiences. In France, the organization boasts an unparalleled customer database, making it the most diverse and significant information source to date. Valiuz connects brands with consumers during their purchases, both online and offline, through its omnichannel Retail Media offering. This covers the entire customer journey, from profiling to on-site, off-site, in-store, and CRM activation, as well as advertising performance measurement. With its data-driven approach, Valiuz enables retailers to deliver more relevant customer experiences, helps advertisers optimize their investments, and offers consumers more targeted and responsible advertising. Present in France, Italy, Poland, and Spain, the company aims to quickly become the European leader in data and Retail Media.
About Imediacenter :
Imediacenter is a committed network for the production, distribution, and commercialization of advertising activations and media content across all living spaces. Thanks to its powerful and strategic network (3,400 DOOH advertising screens and over 10,000m² of event spaces across the French territory) bolstered by shopper data, and a comprehensive offering (from screen outsourcing services to a creative studio), Imediacenter balances business and positive societal impact. Through its “IMpact” initiative, Imediacenter is committed to improving its practices and contributing to progress in the advertising and media sectors. For more information: www.imediacenter.com
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