Infillion Acquires Catalina: A Strategic Move to Enhance Retail Data Integration

On Monday, February 23rd, 2026, Infillion, an ad tech business known for its mergers and acquisitions, announced its latest acquisition of Catalina, a market research and shopper marketing company. This move aims to enhance Infillion’s platform by integrating retail purchase data, which is crucial for marketers in the consumer packaged goods (CPG) and retail sectors.

Catalina has established itself as a significant player in the market by sourcing retail sales data directly from cash registers and through data licensing agreements that include online sales and loyalty programme information. While the financial terms of the deal were not disclosed, Infillion’s acquisition of Catalina reflects a broader shift toward integrating shopper data directly into ad-buying systems. Brian Kaminsky, COO of Infillion, explained that this acquisition aligns with their model of merging third-party ad tech solutions into a cohesive platform, enabling a comprehensive package for clients.

Infillion’s existing technology stack, referred to as the ‘Frankenstack’, already includes various significant components such as the MediaMath DSP, CTV ad tech provider TrueX, and location data companies like Gimbal and Fysical. By incorporating Catalina, Infillion aims to create a strong force multiplier, enhancing their offerings to customers seeking robust data solutions for their marketing strategies. Kaminsky assured that Catalina’s clients would still have the option to use their existing demand-side platforms (DSPs) or other ad platforms during a ‘transition period,’ yet he hinted that eventually, the access to Catalina’s data would become exclusive to Infillion’s platform.

The acquisition signals a significant shift in the shopper data market, where formerly, in-store deterministic purchase data was kept separate from advertising solutions that pursued access to this valuable data. Previously, data providers like Nielsen Catalina did not engage in ad serving; they simply offered data and attribution services. This landscape is rapidly evolving, evidenced by similar moves such as CPG data seller SPINS’ recent acquisition of MikMak, which enables a more seamless connection between retail purchase data and advertising activation.

Kaminsky highlighted that the landscape now offers advertisers various sources to measure the performance of their campaigns. Infillion views Catalina’s in-store purchase data as an important and distinctive asset for enhancing campaign planning, targeting, and attribution – realms that were once siloed from advertisers’ strategies. Retailers have been pivotal in this transformation, embracing retail media networks and expanding their data functions into the advertising domain. According to Kaminsky, this change enables new business strategies that align with current media trends rather than remaining a boundary between data providers and advertisers.

As the advertising landscape continues to change, Infillion’s acquisition of Catalina positions it to formulate insights and reports that could rival the capabilities often associated with walled garden platforms. Through Catalina’s comprehensive data capabilities, Infillion intends to provide transparency without the confines typically associated with closed ecosystems.

In conclusion, Infillion’s strategic acquisition of Catalina not only aligns with industry trends but also represents the growing integration of retail purchase data into advertising frameworks, allowing for enhanced insights and targeted campaigns in an evolving marketplace.