India – Commerce media company Criteo and agency network dentsu have announced an expanded global partnership to enhance commerce and performance media campaigns. This collaboration marks the first time a major holding company will fully utilise Criteo’s Commerce Media Platform.
The partnership aims to equip dentsu’s clients with advanced buying tools, consultancy services, and measurement capabilities to improve commerce results. This also enables Criteo’s network of retailer and publisher partners to see increased ad spending from brands looking to connect with consumers on their platforms.
The collaboration will leverage both dentsu. Audiences, dentsu’s global data and identity solution, and Criteo’s Commerce Audiences, built from an extensive open commerce dataset. This combined approach will create a powerful offering for activation across Criteo’s demand platforms.
Dentsu will strategically utilise Criteo’s Commerce Media Platform stack, including the Commerce Max Retail Media Demand-Side Platform, Commerce Growth Performance Buying Platform, Commerce Grid Supply-Side Platform, and the Commerce Yield Retailer Monetisation Platform.
Clive Record, president partnerships and solutions of dentsu, commented, “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. 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.”
Brian Gleason, chief revenue officer and president of retail media at Criteo, said, “We’re thrilled to partner with dentsu and provide a holistic set of solutions that will propel commerce media momentum for its clients. An industry leading toolset, coupled with a comprehensive strategy, are crucial to maximise success in today’s environment, and our partnership with dentsu is a testament to the value that holistic commerce-driven technology platforms provide.”
