Singapore – To expand its client capabilities across Asia-Pacific’s retail media market, global commerce media company Criteo has announced its acquisition of Australia-based omnichannel media platform Brandcrush. Through this, Brandcrush aims to offer holistic omnichannel monetization solutions for global retailers whilst helping brands and agencies to discover and acquire omnichannel media from major retailers.
As retail media provides revenue opportunities, retailers usually rely on emails and spreadsheets to manage packaging, availability, and purchasing of their media inventory. With the acquisition of Brandcrush, global retailers will be given the capability to able to manage a more comprehensive media inventory for both e-commerce and physical retail.
Furthermore, the acquisition will also serve as support for the advertisers to scale their advertising through the whole omnichannel retail media landscape.
Sherry Smith, general manager of global enterprise at Criteo, said that as marketers prefer investing in retail media, offline is emerging as the new frontier; therefore, brands and agencies must be able to effectively plan, execute, and measure their campaigns in an integrated way.
“Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems,” Smith added.
Teresa Aprile, co-founder and CEO at Brandcrush, commented, “By combining forces, we’re bringing together our platform with Criteo’s best-in-class retail media technology to create the most effective monetization platform for retailers.”
Last year, it can be noted that Criteo announced its plans for its technology and analytics centre to expand its operations across APAC.
Criteo connects marketers with media owners to provide engaging shopping experiences from product discovery to purchase.