Catalina
Shopper marketing platform using purchase data for media and measurement.
Available information varies by company and source.
Profile record updated:
Company facts
- Entity type
- COMPANY
- Founded
- 1983
- Headquarters
- 200 Carillon Pkwy, Saint Petersburg, Florida, 33716, United States
- Company size
- 501–1,000
- Market role
- AdTech Vendor
- Official website
- catalina.com
What Catalina does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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.
Company news briefing
Briefing updated:
Infillion 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.
Business model & monetisation
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.
- Managed omnichannel media activation
- Service Fee
- Audience data activation and licensing
- Pay-per-Use
- Measurement and optimisation tools
- Software Subscription
- Pharmacy media inventory monetisation
- Percentage Take-Rate
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Media Channel
Competitors & alternatives
- savi Germany
B2B platform for couponing, cashback and retail promotion clearing.
Side-by-side comparisons
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Infillion Acquires Foursquare to Bolster Location Data
M&A · Recorded impact score: 4/5
Infillion, a rapidly expanding ad tech company, has acquired Foursquare, a location intelligence company, to enhance its omnichannel platform. The terms of the deal were not disclosed. Foursquare, known for its consumer check-in app, pivoted to B2B location data, covering over 100 million points of interest and serving clients like Apple Maps and Uber. Infillion's CEO, Rob Emrich, stated the company will remain an active acquirer as clients prefer omnichannel solutions. This acquisition follows Infillion's purchase of Catalina in February and MediaMath in 2023, reflecting its strategy to combine physical world data for better attribution.
- Infillion acquires Foursquare, adding location data to its ad tech stack.
- Terms of the deal were not disclosed.
Explore company relationships
Questions about Catalina
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
24 publicly documented primary sources and citations linked across the market graph.
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