Criteo and dentsu sign global partnership to supercharge commerce media

Criteo has signed a global commerce media partnership with dentsu, marking the first time the company’s full Commerce Media Platform stack will be deployed by a major holding group.

The deal will see dentsu integrate Criteo’s AI-powered advertising and measurement tools across its suite of agencies, combining the network’s own dentsu.Audiences product with Criteo’s Commerce Audiences, drawn from one of the world’s largest open commerce datasets. The aim is to drive more intelligent, data-fuelled performance campaigns for dentsu clients across the shopping journey - from upper-funnel inspiration to purchase.

Clive Record, president partnerships and solutions at dentsu, said the partnership would help clients grow in what he called “the algorithmic era.”

“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,” Record said.

“This is a transformational partnership which will provide new levels of intelligence and allow us to design for differentiation. We’re excited to harness Criteo’s advanced commerce solutions, audiences, AI and expertise.”

The partnership extends across four key areas of Criteo’s platform. These include Commerce Max, a demand-side platform designed to manage campaign activations across 200 global retailers; Commerce Growth, a performance buying tool for display and video formats; Commerce Grid, a supply-side offering giving access to curated publisher inventory; and Commerce Yield, Criteo’s retail monetisation platform supported by consultancy services.

Brian Gleason, chief revenue officer and president of retail media at Criteo, said the move aims to propel commerce media momentum for its clients.

"An industry leading toolset, coupled with a comprehensive strategy, are crucial to maximize success in today’s environment, and our partnership with dentsu is a testament to the value that holistic commerce-driven technology platforms provide.”

Criteo said the partnership would enable retail and publisher partners to tap into new spending streams from brands looking to reach consumers on owned and operated properties, while helping dentsu evolve its New Stream Media retail media practice.

The deal builds on growing momentum in the commerce media space, with brands seeking to close the loop between media investment and retail outcomes in a fragmented ecosystem.

Criteo’s global Commerce Media Platform is used by thousands of marketers and media owners to optimise campaign delivery across the path to purchase.