Latitud Fellows: LFSF3
Treva
The infrastructure that turns the Consumer Brands trade budgets into incremental sales.
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Treva is the AI infrastructure that manages how brands like Sanofi and Nestlé deploy their retail media budgets across retailers. Brands burn ~$66B/year on retail media with zero visibility into what actually works. Retailers lack the technology to prove incremental returns, so budget allocation is a black box on both sides. We collect media funds from brands, allocate them across retailers based on expected incremental revenue, and operate the campaigns to guarantee those funds generate measurable returns. Traction (launched March 2026): $360K ACV signed with 1 retailer and 3 global brands, plus $450K in LOIs across 2 retailers and 1 CPG, in under 4 months. The founding team has lived this problem for 10 years in companies like P&G, Rappi, and Zubale.