CitrusAd would cull massive amounts of shopper data to ensure that relevant offers were served on retailer websites and apps in a more personalized manner. Moran’s self-serve, simple to use, white label platform became a “plug and play” option for retailers to compete with higher tech retailers such as Amazon. This upended the status quo as suddenly business roles reversed with retailers selling to suppliers and CPG suppliers / brands moving into buying roles to purchase retail media being supplied by their retail business customers. Moran used built in algorithms to reduce the inefficiencies of serving ads for products that were either out-of-stock or not relevant to the shopper while taking into account margin, velocity and other metrics. Brands saw an advantage over traditional advertising tactics by having access to retailer data via the AI used for matching shoppers to applicable brands resulting in better ROAS (return on ad spend) for brand advertisers. Moran’s team built a closed-loop analytics dashboard on the CitrusAd platform to measure ROI from ads served to sales transactions. The platform became a key component in the digital transformation of retailing by delivering personalization at scale to improve shopper experiences. In August 2018, Moran shared that 14 AU retailers including Dan Murphy’s were already using the platform. By June if 2019, CitrusAd signed Coles Group, Ocado, Techdata, Woolworths and the company’s first U.S.retailer, Hy-Vee. In June 2020, MA Financial Group (part of Moelis & Company) announced investment of AU6.5 million, adding Moelis & Company to its list of growth-stage companies and funding CitrusAd’s international growth. Shortly thereafter, Moran announced CitrusAd had signed new international clients including Groupon in the U.S. and Sainsbury's in the UK. In July 2021, French company Publicis Groupe announced it had acquired CitrusAd for an undisclosed amount. Moran continues to hold a senior executive role at CitrusAd under its new owner. In October 2021, the Australian Financial Review reported that Publicis had paid $205 million for CitrusAd. In December 2021, Moran won the Digital Disruptor award in the 2021 Australian Young Entrepreneur Awards. In a Forbes magazine article on February 28, 2022 Retail Media Networks Are One Of The Most Important Trends Of 2022, But They Need To Evolve, Moran is quoted as predicting that 2022 would see retailers and brands extend their long-standing knowledge of how in-store shelf placement affects sales to how online brand placement affects both online purchasing and