Vantage, a privately owned company headquartered in Canada, was founded in 2013 with approximately 110 employees. The company specializes in retail and commerce media ad tech, providing an orchestration layer for retail and commerce media. It focuses on helping enterprise retailers unlock revenue opportunities and drive growth, working with retailers to launch and scale their retail media networks, unify teams, and integrate technologies across their business. Vantage offers turnkey, fully scalable retail media networks to drive advertising, promotion, and insight solutions for retailers and brands. The company's machine learning and artificial intelligence (AI) technology provide highly-targeted, automated advertising capabilities at scale. This technology is designed to understand customers and anticipate their needs by using retailer and shopper intent data to create a holistic view of the shopper. By continually monitoring shopping behavior such as previously viewed and purchased products, sites visited, and abandoned carts, Vantage's technology utilizes this data and insight to deliver personalized shopping experiences intended to generate revenue and loyalty.
On September 17, 2026, Oracle and Vantage launched an advertising campaign across Wisconsin to inform residents about the Project Lighthouse data center campus in Port Washington. The project aims to balance the accelerating demand for digital infrastructure while creating economic opportunity, supporting environmental stewardship, and making local investments. Previously, on September 14, Drew Cashmore of Vantage explored how artificial intelligence is accelerating retail media and exposing gaps in data operations, measurement, and technology at MarTech Cube. This follows the August 12 report from Howard Hughes Holdings Inc. (NYSE:HHH) that it completed its transition into a diversified holding company with the closing of the $2.1 billion Vantage acquisition on June 4, 2026. Howard Hughes management indicated that the company's real estate segments would continue to serve as a self-liquidating capital source, with proceeds redirected toward a specialty insurance platform.
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