Mirakl Ads: retail media for marketplaces, history, pricing model and alternatives

Mirakl's core business is the software that lets retailers run a marketplace: onboarding sellers, their catalogs and their payouts. Mirakl Ads sits on top of that relationship. The pitch is simple. A retailer with thousands of marketplace sellers already has thousands of potential advertisers, and they are already logged in to Mirakl.

That shapes the product. Mirakl's FAQ says sellers on a Mirakl marketplace "gain instant access to Mirakl Ads from day one" (Mirakl Ads). Their campaign budget can come straight from their seller balance. AI suggests which SKUs to promote and at what bid. The aim is to turn small sellers, not just national brands, into regular advertisers.

The product is not limited to Mirakl's own marketplace customers. The FAQ names Rakuten, which does not run on Mirakl's marketplace software, and Adorama, which is not a marketplace. Rakuten France had run retail media in-house since 2013 before moving to Mirakl Ads (Mirakl, 11 March 2025).

People often mix up three names. Here is what the record shows.

So Mirakl Ads was not formerly Adspert. Adspert came later, as a tool for advertisers. Target2Sell, a personalisation brand, now resolves to the Mirakl Ads page, but we found no Mirakl release dating its acquisition or describing it as Mirakl Ads' origin.

A retailer defines its ad placements and sets a floor price per category. Advertisers create campaigns; Mirakl's relevance algorithms pick which product to show for each impression. Mirakl says these use vector search and image recognition and that it ships monthly releases (Mirakl Ads).

When onsite slots fill up, a "left-over" mechanism moves the remaining budget to Google Shopping, so one campaign and one budget cover both. That is a form of offsite media designed for advertisers too small to buy it separately.

Two partnerships widen reach. Criteo connects Mirakl's sellers and smaller advertisers to Criteo-run retail placements (Criteo, 17 July 2025). Broadsign links Mirakl Ads to in-store screens, so one brief can cover the website and the store (Mirakl, 24 June 2026). How store screens are bought and measured is explained in in-store retail media.

Example. A Debenhams Group marketplace brand with a small budget sets one campaign. Its products appear as sponsored products in search. When those slots fill, the same budget buys Google Shopping ads. Debenhams Group added Mirakl Ads when it renewed its Mirakl contract in November 2025 (Mirakl, 25 November 2025).

Mirakl does not publish a price list for Mirakl Ads, and no dated trade report of its fees was found. The public facts are mechanics, not prices: category floor prices set by the retailer, and seller budgets deducted from seller balances. Ask how Mirakl is paid (licence, share of ad revenue, or both) and how that changes your take rate.

Strengths

• Seller demand is already there. On a Mirakl marketplace, sellers can advertise from day one.
• Budget never sits idle. The Google Shopping overflow turns unsold demand into offsite spend.
• Channels beyond the site. The Criteo and Broadsign deals add network demand and store screens.
• Reported results. Mirakl reports a 28% rise in ad revenue at Jumia and 130% higher seller adoption at Worten (company claims, Mirakl Ads).

Limits

• Marketplace-first design. Retailers without third-party sellers get less of the product's main advantage.
• Display and video are secondary. Mirakl's releases centre on sponsored products, and La Redoute, for example, uses it for sponsored products only (Mirakl, 15 June 2026).
• No public measurement standard. We found no MRC or IAB Europe certification.
• In-store is new. The Broadsign link was announced in June 2026; live results are not yet public.

• When Mirakl acquired Target2Sell, and whether any Target2Sell code runs in Mirakl Ads.
• Mirakl Ads' current customer count. The product page says "50+ retailers in 15+ countries" (company claim, undated).
• Pricing and revenue model.
• Any measurement accreditation.
• The dates of the Worten and Stadium launches; their releases show no date.

1. Mirakl, "Mirakl Introduces Mirakl Ads" (16 November 2022). https://www.mirakl.com/news/mirakl-aims-to-become-global-leader-in-retail-media/
2. Mirakl, "Mirakl acquires AdTech company Adspert" (10 December 2024). https://www.mirakl.com/news/mirakl-acquires-adtech-company-adspert-strengthening-its-position-in-retail-media/
3. Mirakl, "Mirakl Ads" product page and FAQ (accessed 9 November 2026). https://www.mirakl.com/products/ads/
4. Mirakl, "Rakuten France chooses Mirakl Ads to power its retail media strategy" (11 March 2025). https://www.mirakl.com/news/rakuten-france-choses-mirakl-ads-to-power-its-retail-media-strategy/
5. Mirakl, "Jumia replatforms its retail media program to Mirakl Ads" (8 July 2025). https://www.mirakl.com/news/jumia-replatforms-its-retail-media-program-to-mirakl-ads-to-enhance-marketplace-advertising/
6. Mirakl, "Debenhams Group launches retail media with Mirakl Ads" (25 November 2025). https://www.mirakl.com/news/debenhams-group-launches-retail-media-with-mirakl-ads-and-accelerates-marketplace-growth/
7. Mirakl, "La Redoute France partners with Mirakl Ads" (15 June 2026). https://www.mirakl.com/news/la-redoute-france-partners-with-mirakl-ads-and-unlocks-power-ai-to-reinforce-advertiser-performance/
8. Mirakl, "Shop Simon launches retail media network powered by Mirakl Ads" (12 March 2024). https://www.mirakl.com/news/shop-simon-launches-retail-media-network-powered-by-mirakl-ads-to-accelerate-marketplace-growth/
9. Mirakl, "Broadsign and Mirakl Ads announce strategic partnership" (24 June 2026). https://www.mirakl.com/news/broadsign-and-mirakl-ads-announce-strategic-partnership-to-unify-online-and-in-store-retail-media/
10. Mirakl, "Mirakl and Havas announce global partnership" (28 September 2023). https://www.mirakl.com/news/mirakl-and-havas-announce-global-partnership-to-accelerate-ecommerce-and-retail-media-growth/