We managed £500M in FMCG media. 30% of it was invisible.
The AI Retail Media Network. Closing the attribution gap between trade marketing spend and real sales outcomes.
THE ORIGIN
Built from the buy side, not the sell side.
For over a decade, our founding team ran global media buying at Publicis, IPG, and Omnicom. We planned and executed hundreds of millions in FMCG spend across Amazon, Walmart, Tesco, and every major retail media network.
The data was perfect. The attribution was airtight. But there was always the same gap in every brief: 30% of FMCG sales happen through independent convenience stores, and we had nothing. No targeting. No measurement. No way to close the loop.
We knew the sales were happening. Nielsen and IRI confirmed it every quarter. But we could not attribute a single penny of media spend to the corner shop channel. It was a £54B blind spot.
That is why we left the agency world. Not to build a loyalty app. Not to build another coupon platform. We left to build the missing digital infrastructure for independent retail, the layer that turns 50,000 fragmented stores into a single, buyable media channel.
£500M+
FMCG media managed globally by our founding team
£54B
Annual convenience sales with zero digital attribution
50,000+
Independent stores we are aggregating into one network
THE SQUEEZE
Retail is a David vs Goliath battle. And Goliath has data.
Amazon, Tesco, and Sainsbury’s dominate digital. Everyone else is fighting for survival without the same weapons. The gap is not ambition. It is infrastructure.
✗
Retailers are losing ground
Big chains bring apps, loyalty pricing, and always-on digital offers. Independents, symbol groups, and forecourts have the locations but no way to compete digitally. Footfall down 5.6% and falling.
✗
Brands are spending blind
30% of FMCG sales happen in convenience and forecourts. CMOs burn billions yearly on trade promotions in the channel with zero targeting, zero attribution, and zero proof of what worked.
✗
Everyone else is already moving
Tesco Clubcard generates hundreds of millions in media revenue. bp launched Axonet across 8,500 US sites. SPAR launched an RMN in the Netherlands. The window to lead, not follow, is closing fast.
WHAT WE ARE BUILDING
The infrastructure that levels the playing field.
We connect 85% of purchases that happen in-store to the digital media that drives them. One platform. Every retailer type. From symbol groups to forecourts.
✓
National Shopper ID
We unify fragmented ePOS, receipt, and loyalty signals into a single Shopper ID across 50,000+ stores. One identity graph for the entire independent channel.
✓
AI-Native CDP
Identity resolution, SKU normalisation across 200+ receipt variants per product, and behavioural segmentation powered by machine learning. GDPR-first by design.
✓
Programmatic Activation
Audiences activate across display, CTV, audio, social, and DOOH through The Trade Desk, DV360, and LiveRamp. Offsite reach, zero friction for retailers.
✓
Closed-Loop Attribution
Shopper sees ad, buys product, receipt matches to campaign. Deterministic measurement, not modelled. The same standard brands expect from Tesco and Amazon.
THE TEAM
Built by AdTech and Fintech veterans.
We have spent our careers on both sides of the table: buying media for the world’s largest brands, and building the high-volume, secure systems that power financial markets.
Kareem Ameen
Co-Founder & CEO
12+ years in global FMCG media buying across the three largest agency holding groups. Managed £500M+ in media spend across Amazon, Tesco, Walmart, and every major retail media network. Deep relationships with brands including Coca-Cola, Nestle, Unilever, Reckitt, and P&G. Left the agency world to build the infrastructure that closes the convenience attribution gap.
Nour Mijbil
Co-Founder & CTO
Over a decade in software engineering in the UK. Former VP of Equity Derivatives Risk at Barclays Investment Bank, where he built secure, high-volume, GDPR-compliant systems processing millions of transactions daily. Brings the rigour of financial-grade infrastructure to retail data, ensuring every receipt, every identity match, and every attribution signal meets institutional standards.
22+
Combined years in AdTech and Fintech
£500M+
FMCG media spend managed
3
Of the top 5 agency holding groups
Tier 1
Investment bank engineering pedigree
Advisory Board
Tom Triscari
Programmatic Economist - Founder of Lemonade Projects
Board of Directors at Integral Ad Science (IAS). The industry’s leading voice on programmatic transparency and ad supply chain economics.
Jeremy Makin
Retail Media and Commercial Strategy Veteran
Former World Media Group leader (15+ years). Built and scaled retail media propositions for major UK retailers including Asda and Currys.
Guilhem Auffret
Head of Loyalty - Nestle
Brings direct FMCG brand perspective on what makes retail media campaigns worth buying at scale.
Louis Sussan
SVP Global Platforms & Intelligence - Kinesso/Acxiom
IPG's data, audience, and identity leader. Deep expertise in CDP/DMP deployment and retail media activation at scale.
WHAT WE STAND FOR
Four principles. Zero exceptions.
These are not marketing lines. They are engineering decisions baked into the platform from day one.
01
AI-Native, Not AI-Adjacent
We did not bolt machine learning onto a legacy platform. AI is woven into every layer of the stack: identity resolution, SKU normalisation, audience modelling, campaign optimisation. This is not a feature. It is the architecture.
02
Transactions, Not Estimates
Every decision is backed by real purchase data, not survey panels or modelled estimates. We measure what actually happened: sales uplift, new buyer acquisition, incremental revenue. Not what a model thinks might have happened.
03
Radical Transparency
No black boxes. No hidden fees. No vanity metrics. Our reporting shows exactly where your budget went, what it bought, and what it returned. If a campaign underperforms, you will know. And you will know why.
04
Partner-First Economics
Our success is measured by our partners’ success. Revenue share models, not licence fees. We grow when retailers grow and brands convert. Misaligned incentives are the reason most retail media partnerships fail. Ours do not.
MARKET SIGNAL
“Retailers without a retail media offering are sure to lose out to competitors. Companies that move first will lock in the FMCG budgets.”
BCG / Google, “How Retail Media Is Reshaping Retail,” 2025
The independent sector is no longer a blind spot.
Whether you are a retailer network looking to fund your stores, or a brand looking to reach convenience shoppers, the conversation starts here.