Carrefour, Carmila, Unlimitail, and JCDecaux will roll out a retail media network across 179 Spanish locations from January 2027, extending their French partnership into the Iberian market.
The network will deploy indoor digital out-of-home (DOOH) screens across 91 shopping centres operated by Carmila. An additional 88 outdoor locations—covering access areas to malls and Carrefour hypermarkets—will feature both traditional out-of-home (OOH) and DOOH advertising inventory.
JCDecaux, Europe's largest outdoor advertising company, brings media planning and sales expertise to the partnership. Unlimitail, Carrefour's retail media arm, contributes customer data and targeting capabilities. Carmila, the shopping centre subsidiary majority-owned by Carrefour, provides the physical infrastructure.
The Spain expansion follows the same partnership model launched in France. Retail media networks combine physical advertising space with retailer customer data to offer brands targeted campaigns at point-of-purchase locations.
Europe's retail media market is consolidating as grocers and shopping centre operators seek new revenue streams beyond traditional store rent and product sales. Retailers control valuable shopper data and high-traffic locations, making them attractive partners for advertising companies.
Spain represents a strategic growth market for retail media. The country hosts 575 shopping centres with annual visitor traffic exceeding 2.4 billion, according to Spanish shopping centre association data. Carrefour operates 187 stores across Spain, giving the partnership immediate scale.
The partnership structure splits responsibilities: JCDecaux manages advertising sales and screen operations, Carmila provides locations and manages landlord relationships, Unlimitail supplies data infrastructure, and Carrefour offers store access and brand alignment.
Digital screens enable dynamic pricing and real-time campaign adjustments—capabilities traditional static posters cannot match. Advertisers can test creative variations and measure foot traffic impact through mobile location data integrations.
The 2027 launch timeline suggests installation work will begin in late 2026. Neither the investment size nor revenue-sharing terms were disclosed in the announcement.