Retailers and publishers working with Criteo are expected to benefit from increased ad spend.
Criteo and dentsu have announced an expanded international partnership, with dentsu set to adopt the full suite of Criteo’s Commerce Media Platform.
The collaboration will allow dentsu to integrate Criteo’s AI-driven audience data, media buying tools, and measurement capabilities into its campaigns.
Retailers and publishers working with Criteo are expected to benefit from increased ad spend from dentsu’s client brands.
“We want our clients to grow in the algorithmic era, and the integration of Criteo’s commerce SKU signals and product intelligence will help power our range of Next Gen media solutions,” said president, partnerships and solutions at dentsu, Clive Record.
“This is a transformational partnership which will provide new levels of intelligence and allow us to design for differentiation.”
Brian Gleason, chief revenue officer at Criteo, said the partnership will provide a holistic set of solutions to propel commerce media momentum.
As part of the agreement, dentsu will use several of Criteo’s key platforms:
- Commerce Max: A demand-side platform allowing brands to promote products across over 200 retailers via a single campaign workflow with closed-loop measurement.
- Commerce Growth: A performance buying tool enabling media deals across display and video, aimed at optimising the full customer journey.
- Commerce Grid: A supply-side platform offering dentsu targeted access to premium publisher inventory paired with Criteo’s commerce audience segments.
- Commerce Yield: A consultancy and monetisation platform that will support dentsu’s retail media practice, New Stream Media, by helping retailers build and scale their media networks.
The partnership also combines dentsu’s global data product, dentsu. Audiences, with Criteo’s Commerce Audiences, drawn from its global commerce dataset, for use across Criteo’s demand platforms.
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