Criteo, the global commerce media company, and dentsu, a leading international marketing and advertising agency network, have announced a significant expansion of their global partnership. This landmark collaboration marks the first time a major holding company will fully adopt Criteo’s comprehensive Commerce Media Platform stack, aiming to create more effective commerce and performance media campaigns for dentsu’s diverse client portfolio.
The partnership is set to revolutionize how brands and retailers engage with consumers across their entire shopping journey. By integrating Criteo’s cutting-edge platform, dentsu’s clients will gain enhanced access to AI-powered audiences, advanced media buying tools, expert consultancy services, and robust measurement capabilities. This strategic alliance is designed to drive superior commerce outcomes and maximize return on advertising spend (ROAS) in today’s increasingly fragmented and algorithmic advertising landscape.
Clive Record, President Partnerships and Solutions of dentsu, highlighted the transformative nature of the collaboration. “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 stated. “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, echoed this sentiment. “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 maximize success in today’s environment, and our partnership with dentsu is a testament to the value that holistic commerce-driven technology platforms provide.”
A core component of this partnership involves the powerful combination of dentsu.Audiences, dentsu’s proprietary global data and identity solution, with Criteo’s Commerce Audiences. The latter is built from the world’s largest open commerce dataset, enabling the creation of a unique and highly effective offering that can be activated across Criteo’s demand platforms. This combined data intelligence will allow for unparalleled targeting and personalization, connecting brands with in-market consumers at every shoppable moment.
Dentsu will strategically leverage several key components of Criteo’s Commerce Media Platform, including:
- Commerce Max (Retail Media DSP): This will enable dentsu to streamline SKU-based campaign planning and activation across over 200 global retailers, offering unified campaign management and closed-loop measurement for enhanced transparency and optimization.
- Commerce Growth (Performance Buying Platform): Dentsu will utilize this tool to execute performance deals across various ad formats, including video and display, driving enhanced outcomes throughout the entire shopping journey.
- Commerce Grid (Supply-Side Platform): This grants dentsu access to custom supply packages of premium publishers’ inventory, enriched with Criteo’s Commerce Audiences. This unique access promises better targeting and performance for campaigns run on third-party demand-side platforms.
- Commerce Yield (Retailer Monetization Platform): Complementing dentsu’s dedicated retail media practice, New Stream Media, clients will gain access to Criteo’s expert consultancy services. This will assist retailers in effectively building, supporting, and scaling their own media networks, maximizing their monetization opportunities.
This expanded global partnership not only signifies a new era in performance-driven marketing but also redefines how brands connect with consumers at every shoppable moment. For Criteo, it represents a significant channel expansion strategy, accelerating the adoption of its technology stack and solidifying its position in the competitive commerce media landscape. For dentsu, it provides integrated access to powerful commerce-specific targeting and measurement capabilities, empowering its clients to achieve superior advertising effectiveness across diverse retail environments globally.
Key Highlights:
- Criteo and dentsu have announced a major global partnership where dentsu will fully adopt Criteo’s Commerce Media Platform.
- This collaboration aims to enhance dentsu’s commerce and performance media campaigns through AI-powered audiences, buying tools, and comprehensive measurement solutions.
- The partnership combines dentsu.Audiences with Criteo’s Commerce Audiences, leveraging a vast commerce dataset for improved targeting across over 200 global retailers and premium publishers.
- Dentsu will utilize Criteo’s Commerce Max, Commerce Growth, Commerce Grid, and Commerce Yield platforms to streamline media buying, optimize retail media performance, and offer consultancy services to help retailers build their own media networks.