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Ex Top Executives From AppNexus, The World’s Leading Independent Advertising Technology Company, And E.Leclerc, France’s Largest Retailer, Are Launching ARMIS


The new company allows retailers to leverage digital media in order to fuel in-store shopping, by using Multi-Local Advertising (MLA) technologies

Paris, October 17, 2016 – David Baranes, former VP Market Development Southern Europe at AppNexus, the world’s leading independent advertising technology company, and Dan Gomplewicz, former Director of Strategy & Innovation at E.Leclerc, France’s largest retailer, announced the launch of their company ARMIS.   The start-up is born from the mix of the founders’ expertise in Digital Advertising and Retail. The company aims at providing online advertising tools to traditional retailers, in order for them to compete with the web’s largest companies by leveraging their brick-and-mortar stores. “The digital transformation has changed consumption, Internet has become the key source of information before buying and therefore the most influential media for shopping” said David Baranes ARMIS co-founder. According to a study made by Google, for 60% of consumers online is the first source of product awareness during pre-purchase research.[1] “Today mainly e-commerce players, the first of all being Amazon, have benefited from this change amongst consumers” said Dan Gomplewicz ARMIS co-founder. According to a New York Times article, of every additional $1 Americans spent in all retail sales (offline and online) in 2015, Amazon captured 24 cents[2]. “There is still a tremendous value in physical stores” continued Dan Gomplewicz. “However stores are silent in the digital dialogue. When consumers go online to buy a product, all e-merchants are trying to talk to them through advertising. It is surprising that the store down by their homes does not do the same. In this communication fight, retailers should leverage their network of physical stores nearby consumers, their brands, their selection of products and their negotiation capabilities on prices ” ARMIS has been created to address the Multi-Local Advertising (MLA) opportunity : digital local advertising at the store level can be scaled to an entire retailer. ARMIS allows retailers to leverage digital media to better communicate about their offerings at the local level and therefore grow in-store traffic.  

“There are technical complexities to Multi-Local Advertising. ARMIS embeds all disrupting technologies from the past few years – geolocation, programmatic advertising, big data & machine learning – in order to transform this concept into a product that can be used by all retailers” David Baranes concludes.

[1] The Consumer Barometer Survey 2015 [2] It’s Amazon and Also-Rans in Retailers’ Race for Online Sales”, New York Times, December 30, 2015