Dentsu, Criteo sign a global commerce media deal

The global commerce media platform player Criteo has partnered with Dentsu to help deliver commerce and performance media campaigns using its platform. Under the terms of the deal, Dentsu’s clients and retail partners can optimise their commerce media campaigns across digital channels by gaining access to the AI-powered tools and features of Criteo’s Commerce Media Platform.

Criteo, in turn, will gain access to Dentsu’s global agency network and the portfolio of brands and retailers. By leveraging dentsu.Audiences and Dentsu New Stream Media's retail-media practice, it can drive adoption of its Commerce Media Platform, widen market coverage, and increase its revenue opportunities.

With this partnership, Dentsu.Audiences, the agency’s global data and identity solution will merge with Criteo’s Commerce Audiences built from large open commerce datasets. The unified capability will be activated across Criteo’s demand platforms to improve targeting and performance throughout the shopping journey. Criteo’s technology platform connects marketers and media owners to improve commerce outcomes from product discovery to purchase. Operating in 120 countries, Dentsu offers media, CXM, and creative services to brands worldwide.

Clive Record, president – partnerships and solutions, Dentsu, said, “We want our clients to grow in the Algorithmic Era. The integration of Criteo’s commerce SKU signals and product intelligence will power our media solutions.”

Dentsu and its partner ecosystem will benefit from the core technologies of Criteo’s Commerce Media Platform including Commerce Max, Commerce Growth, Commerce Grid, Commerce Audiences, and Commerce Yield. Commerce Max, the demand-side platform for retail media, will enable SKU-based campaign planning across more than 200 global retailers in a single activation along with management and optimisation workflow and closed-loop measurement.

Commerce Growth, the performance buying tool, will support video and display ad formats to execute deals to improve outcomes at every consumer journey phase. The supply-side tool Commerce Grid will provide access to custom packages of premium publisher inventory overlaid with Commerce Audiences for improved campaign performance on third-party demand platforms. Commerce Yield, the retailer monetisation tool, will offer access to Criteo’s consultancy services.

Brian Gleason, chief revenue officer and president of retail media at Criteo, said, “We are thrilled to provide a holistic set of solutions to Dentsu that will propel commerce media momentum for its clients.”