MELBOURNE, AUSTRALIA - JULY 22: Brad Moran of the Crows marks in front of Raphael Clarke of the Saints during the round 18 AFL match between the St Kilda Saints and the Adelaide Crows at Etihad Stadium on July 22, 2011 in Melbourne, Australia. (Photo by Hamish Blair/Getty Images)

Former Adelaide player Brad Moran has landed a $205 million sale of his start-up software company CitrusAd.

In a partnership consisting of Moran and Nick Peach, the pair first launch CitrusAd in 2017, with the business auctioning online advertising spaces at a premium cost for product placement.

The nine-figure sum has seen Moran bank a stunning fortune 10 years on from calling time on his AFL career with the Crows.

Customers of CitrusAd include Woolworths, Coles, Dan Murphy's and Tesco, with the company now sold to French multinational advertising and public relations firm Publicis Groupe, according to The Advertiser

“What we learned after talking to the grocers for a long time was that they used to make a lot of their money from the eye-line shelf space,” Moran said.

“And so we basically decided to build the digital version of that — a system where the retailer could allow their suppliers like Unilever and Coke and Pepsi to bid like they would on Google for the top spots on Google, but for the top spots on or

“There was a lot more focus on online towards the back half of last year and there was a lot of focus around how do we make online profitable.

“Naturally they started to look for monetising solutions and things that could bring them advertising revenue to offset the cost of the growing the online presence.”

Moran played 21 AFL games across his seven-year career with the Kangaroos and Crows, which was cut short due to injury.

Moran and Peach are set to join Publicis Groupe's analytics company, Epsilon, as chief executive and chief marketing officer.