Epsilon has unveiled an enhanced and expanded version of its retail media platform, which it says is the first such offering to couple artificial intelligence and identity in the ad server.  

It is also being rebranded as Epsilon Retail Media. Previously the platform was known as Citrus Ad, powered by Epsilon. CitrusAd was acquired three years ago. It was integrated with Epsilon to create an expanded retail media service that combines CitrusAd’s in-store capabilities with Epsilon’s off-site scalability (it has 300 million unique consumer IDs in its database). 

The latest iteration is said to offer a single view of a retailer’s customers and, utilizing AI, make exponentially faster decisions about serving optimal ads to each of those customers.   

Added capabilities in the latest offering include a customer data platform and clean room that are designed to work together but can also be utilized individually depending on the needs of retailers and their advertisers. 

“Today’s announcement is another huge step in the evolution of our platform that started with the acquisition of CitrusAd in 2021,” said John Giuliani, executive chairman of Epsilon. “With the launch of Epsilon Retail Media, we are introducing next generation capabilities to our clients that have not previously existed in the medium.”