Catalina
Catalina is a shopper marketing platform using purchase data for media and measurement.
Analyst Perspective
Catalina is a US-based shopper marketing and media activation business that uses deterministic purchase data to help brands, retailers and agencies target, activate and measure advertising. Its product set combines audience data, managed omnichannel media activation, and analytics that link advertising exposure to sales outcomes. The company has also built vertical capability in pharmacy media through CatalinaRx. Catalina primarily makes money from campaign-based managed services and data-driven advertising programmes, supplemented by licensing and activation of proprietary audience segments and measurement tools. Its direct customers are business buyers rather than consumers: CPG brands, retailers, pharmaceutical marketers, media agencies, planners and programmatic buyers. As of 2026, Catalina is an acquired business owned by Infillion.
Analyst Signal Briefing
Updated: 2 Jul 2026Infillion has acquired Catalina for an undisclosed sum, a move aimed at integrating Catalina’s unique retail data into Infillion’s demand-side platform to enhance competitive differentiation. This acquisition is already yielding collaborative market intelligence, such as the Q1 2026 Infillion Catalina Shopping Basket Index, which reports that U.S. grocery inflation has stabilised at 2% year-on-year. These developments underscore a strategic focus on proprietary data ownership and the provision of granular consumer insights within the grocery and retail sectors.
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Key insights about Catalina
Category Differentiation
This is the US shopper marketing, retail media and purchase-data company, not a consumer brand or a general-purpose CRM vendor. It is distinguished by deterministic purchase data and sales-linked media measurement rather than broad martech automation.
Catalina: About
Catalina operates a B2B data-enabled media and measurement model. It captures value by turning deterministic shopper and transaction data into targetable audiences, managed campaign execution and sales-linked analytics. Brands, retailers and agencies use Catalina either as a managed service partner for omnichannel campaign activation or as a source of audience segments and measurement capabilities that can be activated through Catalina and partner media platforms.
How Catalina Works & Monetises
Business model analysis and core revenue streams
Catalina monetises mainly through managed media activation fees tied to campaign budgets and service scope. It also generates revenue from licensing or activating proprietary shopper audiences, and from measurement and optimisation capabilities that prove sales lift and return on ad spend. Commercial terms appear to be customised rather than fixed self-serve tiers, with revenue driven by media spend, data usage, analytics and campaign services.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Media Channel
Catalina: Key Competitors & Alternatives
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Location-based adtech for audience activation and real-world measurement.
Recent Signals (Catalina)
Stability Returns to the Grocery Aisle in Q1 2026, Infillion Catalina Shopping Basket Index Shows
After several quarters of fluctuation, the Q1 2026 Infillion Catalina Shopping Basket Index shows overall U.S. grocery inflation has stabilized at 2% YOY. While most categories have returned to levels seen a year ago, Coffee remains a significant inflationary outlier even as categories like Frozen Vegetables and Soaps & Detergents see notable price drops.
Read original sourceAri Paparo: Marketecture Founder
Ari Paparo's Marketecture author page aggregates posts published in early 2026, covering data strategy, AI in advertising, and emerging adtech topics. The page lists multiple articles by Paparo, including It’s the Data, Stupid (April 20, 2026), Ari’s Hot Takes on Recent News (April 6, 2026), What I Learned About AI at Marketecture Live (March 16, 2026), AdSense for AI: FTW or DOA? (March 2, 2026), WebMCP Opportunities (Feb 23, 2026), and Big Google 'Agentic' Moves in AI Commerce (Jan 12, 2026). The author is described as an Ad tech influencer and founder of Marketecture.tv. The content explores DSPs, AI agents, universal commerce concepts, and market trends in ad tech.
Read original sourceIt's the Data, Stupid
The piece argues that selecting a Demand-Side Platform (DSP) hinges on two factors: unique data and unique inventory. It contends that unique inventory is rare to acquire due to publisher economics and market dynamics, leaving data as the long-term competitive lever unless a DSP gains ownership of inventory through acquisition. The author notes exceptions like The Trade Desk, Beeswax, StackAdapt, Basis, and Simpli.fi, while suggesting that, on margins, buyers prioritize data and inventory. A chart ranks DSPs by Unique Data across players such as Google, The Trade Desk, Walmart, Amazon, Yahoo DSP, Beeswax, Viant, TVision, Iris.tv, MySpace, Basis, Simpli.fi, Adform, Quantcast, Infillion, and Catalina. Caveats include Google's opaque data profile, the murky non-exclusive Walmart-TTD relationship, and Quantcast’s lack of truly unique data. The article highlights two M&A deals: Catalina to Infillion (price undisclosed) and TVision to Viant for about $40 million. It closes with POSSIBLE Miami coverage and an invitation to partner.
Read original sourceCatalina: Frequently Asked Questions
What is Catalina?
Catalina is a B2B shopper marketing and media activation company that uses purchase data to help brands target, activate and measure advertising.
Who uses Catalina?
Its users are mainly CPG brands, retailers, media agencies, programmatic buyers, analysts and pharmaceutical marketers.
How does Catalina make money?
It earns revenue from managed media services, audience data activation and licensing, measurement products, and retail or pharmacy media programmes.
Company Facts
- Founded
- 1983
- Headquarters
- 200 Carillon Pkwy, Saint Petersburg, Florida, 33716, United States
- Core Segment
- AdTech Vendor
- Company Size
- 501–1,000
- Official Link
- catalina.com