Criteo (Nasdaq: CRTO), a global commerce media company, and dentsu, a global marketing and advertising agency network, announced a strategic partnership to enhance commerce and performance-focused media campaigns for clients globally.
The two companies will work together to implement a target audience strategy that encompasses the entire consumer purchase journey. By combining Dentsu’s global data and identity solution, ‘Dentsu Audiences’, and Criteo’s massive open commerce data-based ‘Commerce Audiences’, they will implement an advanced audience strategy that can be executed on Criteo’s demand-side platform (DSP).
In particular, Criteo's 'Commerce Max' is a retail media demand-side platform that can manage and optimize fragmented advertising inventory on a single platform, enabling maximum performance at the product level. Dentsu uses this to manage premium inventory provided by more than 200 global retail partners in an integrated manner, and supports marketing campaign operation and performance measurement.
Additionally, the performance buy-side platform called 'Commerce Growth' supports the operation of performance campaigns utilizing video and display advertising throughout the consumer journey.
Lastly, Commerce Yield, a monetization platform for retailers, will work with Dentsu’s retail media service, New Stream Media, to provide Criteo’s retail media consulting and media network construction know-how. Through this, the plan is to support retailers in effectively building and operating their own media networks.
Clive Record, Head of Partnerships and Solutions at Dentsu, said: “In a rapidly changing media landscape, combining Criteo’s sophisticated commerce data and AI technology will allow us to provide our clients with more advanced media solutions.”
“We are excited to be working with Dentsu to deliver an integrated solution for commerce media,” said Brian Gleason, Criteo’s Chief Revenue Officer and Head of Retail Media. “This collaboration is a key example of the value of a commerce-focused, integrated technology platform.”
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