Newtail

Newtail, founded in Brazil in 2021 by Rafael Amorim, Gabriel Monteiro, and Diego Bonna, operates as a retail media platform. The founders brought prior entrepreneurial experience, having built and sold previous startups to major players like B2W, and held roles at companies such as Rappi, which informed their approach to Newtail. The company's core mission is to empower retailers to convert their digital and physical sales channels into strategic advertising spaces.

In January 2025, the global digital commerce company VTEX acquired Newtail for an undisclosed amount, integrating it into its VTEX Ads division. This strategic acquisition was designed to bolster VTEX's capabilities in the burgeoning retail media market, which is considered the third wave of digital advertising. The Newtail founders—Gabriel Monteiro (CEO), Rafael Amorim (CTO), and Diego Bonna (COO)—have remained with the company in strategic roles to drive its expansion.

The business operates on a model that allows retailers to monetize their own first-party data on consumer purchasing behavior. It provides a platform for brands and advertisers to place targeted ads—such as sponsored products and promotional banners—directly within a retailer's e-commerce site, app, and even in physical stores through digital displays. This creates a new revenue stream for retailers, who earn a commission on ad sales. For advertisers, the platform offers hyper-segmented audiences and detailed metrics, aiming to increase the return on ad spend by reaching consumers at the point of purchase. Newtail serves a diverse client base that includes major retailers in electronics, pharmaceuticals, beauty, and groceries, with notable clients like Casas Bahia, Leroy Merlin, and Panvel.

Keywords: retail media, adtech, e-commerce advertising, digital advertising, in-store advertising, VTEX Ads, sponsored products, audience monetization, shopper marketing, customer data monetization, programmatic advertising, digital commerce, online retail solutions, omnichannel advertising, Latin America tech, Rafael Amorim, Gabriel Monteiro, Diego Bonna, advertising platform, publisher solutions