Criteo has announced a global commerce media partnership with dentsu, marking the first time an agency holding company will use its complete Commerce Media Platform. The collaboration will enable Dentsu clients to tap into Criteo’s commerce audience data, AI-powered buying tools, and measurement capabilities to improve retail and performance media outcomes.
The partnership brings together dentsu. Audiences, the agency’s global data and identity solution, with Criteo’s Commerce Audiences built from one of the world’s largest open commerce datasets. This combined audience set will be activated across Criteo’s demand platforms.
Dentsu will use Criteo’s products including Commerce Max for cross-retailer SKU-based planning and activation, Commerce Growth for performance marketing across display and video, and Commerce Grid for access to curated publisher supply. Clients will also receive retail media consultancy via Criteo’s Commerce Yield platform.
The partnership aims to reduce media fragmentation, support campaign optimisation, and drive better results across the shopping journey.
“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,” said Clive Record, President, Partnerships and Solutions, Dentsu.
“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,” said Brian Gleason, Chief Revenue Officer and President of Retail Media, Criteo.
