Criteo and Dentsu Forge Innovative Partnership for Commerce Media
Dentsu is set to utilize the Criteo Commerce Media Platform to connect with consumers in every shoppable moment. This collaboration marks a significant step forward in creating optimized commerce and performance media campaigns for Dentsu's diverse clientele.
This strategic alliance represents the first instance of Criteo's full Commerce Media Platform being adopted by a leading agency network. By integrating Criteo's suite of solutions, Dentsu's brands and retail partners will benefit from enhanced AI-driven audience insights, advanced purchasing tools, consultancy support, and thorough measurement capabilities, paving the way for superior commerce results.
Clive Record, President of Partnerships and Solutions at Dentsu, emphasized the transformative nature of this partnership, stating, "Our clients' growth in the Algorithmic Era hinges on the integration of Criteo's commerce SKU signals and product intelligence. We are eager to leverage Criteo's advanced solutions and expertise to create differentiated media strategies."
Brian Gleason, Chief Revenue Officer and President of Retail Media at Criteo, echoed this enthusiasm, saying, "We are excited to collaborate with Dentsu to provide a comprehensive set of solutions that will advance commerce media momentum for their clients. A strong toolkit combined with a solid strategy is vital for succeeding in today's marketplace, and our partnership highlights the advantages of integrated, commerce-focused technological solutions."
The collaboration aims to enhance the consumer shopping journey by incorporating the audience capabilities of both Dentsu and Criteo. Dentsu will merge its global data and identity solutions with Criteo's Commerce Audiences, formed from the largest open commerce dataset worldwide. This synergy will create a robust, activate-ready offering across Criteo's platforms.
How Dentsu Will Leverage Criteo's Solutions
Dentsu will harness the power of Criteo's Commerce Media Platform in several impactful ways:
1. Commerce Max Retail Media Demand-Side Platform
The collaboration facilitates brands and agencies to continuously adapt and optimize media strategies. Dentsu will utilize Criteo's SKU-Based Planning Tool, enabling brands to promote their offerings across over 200 retailers through a streamlined campaign activation and management workflow, complete with closed-loop measurement capabilities.
2. Commerce Growth Performance Buying Platform
As consumer journeys evolve, performance marketers seek innovative methods to attract and retain customers. Dentsu will employ Commerce Growth to execute high-impact performance deals across various ad formats, enhancing outcomes throughout the shopping experience.
3. Commerce Grid Supply-Side Platform
Dentsu will access custom supply packages featuring premium publishers' inventory, successfully integrating this with Criteo's Commerce Audiences. This arrangement allows for improved targeting and performance in campaigns utilizing third-party demand-side platforms.
4. Commerce Yield Retailer Monetization Platform
Complementing Dentsu's specialized retail media operations, clients will benefit from Criteo's consultancy services. By leveraging Criteo's expertise, Dentsu will aid retailers in fully embracing retail media opportunities and scaling their media networks effectively.
About Criteo and Dentsu
Criteo (NASDAQ: CRTO) is a leading platform connecting the commerce ecosystem comprising brands, agencies, retailers, and media owners. The company commands unique access to over $1 trillion in annual commerce sales, empowering brands with the technology and tools necessary for personalized customer experiences.
Dentsu, an integrated growth and transformation partner, has a rich history since its inception in 1901. Operating in around 120 countries, Dentsu excels in delivering transformative solutions through its extensive media, customer experience, and creative services. The company's mission is to facilitate comprehensive experience transformation while embracing a sustainable growth mindset.
Frequently Asked Questions
What is the partnership between Criteo and Dentsu about?
The partnership aims to create more effective commerce and performance media campaigns by integrating Criteo's advanced technology with Dentsu's marketing strategies.
How will Criteo support Dentsu in this collaboration?
Criteo will provide Dentsu with AI-enhanced audience insights, buying tools, consultancy services, and measurement capabilities to boost commerce outcomes.
What are the key platforms being used in this partnership?
Dentsu will utilize several solutions from Criteo, including the Commerce Max Retail Media Demand-Side Platform and Commerce Growth Performance Buying Platform.
What advantages does this partnership offer to clients?
This partnership enables clients to optimize their media strategies, leverage larger audience datasets, and gain access to Criteo's consultancy services for enhancing retail media offerings.
Who are the key officials involved in the partnership?
Clive Record and Brian Gleason of Dentsu and Criteo respectively are pivotal figures promoting and managing this transformative partnership.
