Zitcha, an Australian retail media platform, has partnered with StackAdapt, a buy-side advertising platform, to expand its reach across international markets, including the United States, Australia, Europe, and Asia. This collaboration aims to simplify access to retail media for mid-market brands by providing scalable programmatic capabilities.

In October, Zitcha secured $15 million to support its international expansion efforts. The platform is currently utilised by global consumer brands such as Unilever, Microsoft, and Lego. Zitcha's services are also employed by leading retailers across seven regions, including Coles in Australia, The Warehouse Group in New Zealand, and Ocado in the United Kingdom.

StackAdapt, which recently raised US$235 million to fund its own international expansion, will integrate its capabilities with Zitcha's platform. This integration is designed to allow brands to access, scale, and optimise retail media campaigns across North America, Europe, and the Asia-Pacific region.

The partnership is set to provide an integrated retail media solution that aims to remove technical barriers for brands and retailers. Zitcha's platform unifies onsite, offsite, and in-store advertising into a single system, which is intended to enhance campaign efficiency.

Head of Retail Media at StackAdapt, Renee Caceres, said, "We are excited to partner with Zitcha to unlock greater retail media opportunities for brands and retailers worldwide."

CEO and Co-Founder at Zitcha, Troy Townsend, stated, "Retail Media isn’t just the future - it’s the now. By joining forces with StackAdapt, we’re removing the friction that has kept brands from fully embracing it...This integration ensures that every retailer, no matter their size, can unlock new revenue streams, and every brand can deliver smarter, high-performing campaigns."

The partnership marks Zitcha as the first retail media platform to integrate StackAdapt’s programmatic advertising capabilities. According to Zitcha, StackAdapt's API integration offers insights, inventory, and measurement tools for personalised campaigns across multiple channels, including display, video, and connected TV (CTV).

"With this integration, brands can now plan, activate, and measure retail media campaigns with the same efficiency and precision as traditional programmatic advertising. Whether it’s engaging shoppers on retailer websites, reaching audiences across the open web, or driving in-store sales, this partnership ensures every advertising dollar works harder," said Townsend.