iOL Advertising and Selex have signed a strategic partnership in the Retail Media sector: the Italiaonline’s advertising agency becomes the exclusive agent for Selex’s entire network of physical and digital touchpoints in Italy. The agreement specifically targets extra-sector sector (brands outside of large-scale retail), offering them the opportunity to advertise in large-scale retail outlets by highly profiled data during the purchase phase.
The agreement combines iOL Advertising’s sales strength with Selex’s national inventory, offering coverage of 58% of Italian families (15 million) and hyper-local targeting across 82 provinces throughout the customer journey.
The deal represents a new model for the Italian advertising landscape, combining the marketing capabilities of a digital advertising agency with the inventory of a national grocery retailer, aiming to compete with large international platforms.