Criteo and dentsu Announce Global Commerce Media Partnership
- First major holding company to implement Criteo's complete Commerce Media Platform stack, showing market leadership
- Access to over 200 global retailers through SKU-Based Planning Tool, expanding reach and optimization capabilities
- Integration combines dentsu's global data solution with Criteo's commerce dataset for enhanced targeting
- Partnership provides additional spending opportunities for Criteo's retailer and publisher partners
- None.
Insights
Criteo's partnership with dentsu expands their commerce media platform reach to a major global agency network, strengthening market position.
This partnership represents a significant strategic expansion for Criteo as it marks the first time their complete Commerce Media Platform stack will be utilized by a top advertising holding company. By integrating with dentsu's global network, Criteo gains expanded distribution channels for their technology across dentsu's extensive client portfolio.
The deal encompasses four key components of Criteo's offering:
- Commerce Max (retail media DSP) - Enabling unified campaign management across 200+ global retailers
- Commerce Growth (performance buying platform) - Supporting customer acquisition throughout the shopping journey
- Commerce Grid (supply-side platform) - Providing access to premium publisher inventory
- Commerce Yield (retailer monetization platform) - Offering consultancy services to help retailers build their media networks
What makes this partnership particularly valuable is the data integration between dentsu.Audiences and Criteo's Commerce Audiences, which are built from what they describe as "the world's largest open commerce dataset." This creates a powerful combined offering for targeting consumers throughout their shopping journey.
For Criteo, this represents a channel expansion strategy that should drive increased platform utilization while simultaneously strengthening their position in the competitive commerce media landscape. For dentsu clients, it provides integrated access to commerce-specific targeting capabilities that could improve advertising effectiveness across retail environments.
The timing is strategic as the industry continues shifting toward more commerce-centric advertising approaches. By securing this partnership with a major agency holding company, Criteo demonstrates market validation for their platform approach while potentially accelerating adoption of their technology stack.
Dentsu will harness the Criteo Commerce Media Platform stack to connect with consumers wherever shoppable moments happen
By partnering with Criteo, dentsu's portfolio of brands and retailers will be armed with the necessary AI-enhanced audiences, buying tools, consultancy services and measurement capabilities to drive superior commerce outcomes. Criteo's retailer and publisher partners will also gain access to additional spending from brands that want to reach consumers on their owned and operated properties.
"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," said Clive Record, President Partnerships and Solutions of dentsu. "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 added: "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."
To reach consumers across their shopping journey, this partnership will include both dentsu and Criteo's audience capabilities. The companies are combining dentsu.Audiences, dentsu's global data and identity solution, with Criteo's Commerce Audiences, which are built from the world's largest open commerce dataset, to create a unique and powerful offering that can be activated across Criteo's demand platforms. More specifically, dentsu will leverage Criteo's Commerce Media Platform in the following ways:
- Commerce Max Retail Media Demand-Side Platform: Brands and agencies continuously innovate to reduce fragmentation and enhance media optimization. To support this effort, dentsu will utilize Criteo's SKU-Based Planning Tool, which allows brands to promote their products across over 200 global retailers in one streamlined campaign activation, management and optimization workflow, with closed-loop measurement.
- Commerce Growth Performance Buying Platform: With the consumer journey continuing to evolve, performance marketers are looking for new ways to attract and retain customers. Across video and display ad formats, dentsu will utilize Commerce Growth to execute performance deals that drive enhanced outcomes across the entire shopping journey.
- Commerce Grid Supply-Side Platform: Dentsu will have access to custom supply packages of premium publishers' inventory packaged with Criteo's Commerce Audiences. This unique access will unlock better targeting and performance across campaigns that are run on third-party demand-side platforms.
- Commerce Yield Retailer Monetization Platform: As a complement to dentsu's dedicated retail media practice, New Stream Media, which helps brands and retailers evolve their retail media offerings, dentsu clients will gain access to Criteo's consultancy services. Criteo will lean on its expertise in retail media to help retailers better capitalize on the opportunity by sharing the necessary insights to effectively build, support, and scale their own media networks.
For more information on Criteo's Commerce Media Platform, click here.
Contacts
Criteo Public Relations
Jessica Meyers, j.meyers@criteo.com
Criteo Investor Relations
Melanie Dambre, m.dambre@criteo.com
About Criteo
Criteo (NASDAQ: CRTO) is the global platform connecting the commerce ecosystem for brands, agencies, retailers, and media owners. Its AI-powered advertising platform has unique access to more than
About dentsu
Dentsu is an integrated growth and transformation partner to the world's leading organizations. Founded in 1901 in
Dentsu, Innovating to Impact.
Find out more:
www.dentsu.com
www.group.dentsu.com
Forward-Looking Statements Disclosure
This press release contains forward-looking statements, including our expectations regarding our market opportunity and future growth prospects and other statements that are not historical facts and involve risks and uncertainties that could cause actual results to differ materially. Factors that might cause or contribute to such differences include, but are not limited to: failure related to our technology and our ability to innovate and respond to changes in technology, uncertainty regarding our ability to access a consistent supply of internet display advertising inventory and expand access to such inventory, investments in new business opportunities and the timing of these investments, whether the projected benefits of acquisitions or strategic transactions materialize as expected, uncertainty regarding international operations and expansion, including related to changes in a specific country's or region's political or economic conditions (such as changes in or new tariffs), the impact of competition or client in-housing, uncertainty regarding legislative, regulatory or self-regulatory developments regarding data privacy matters and the impact of efforts by other participants in our industry to comply therewith, the impact of consumer resistance to the collection and sharing of data, our ability to access data through third parties, failure to enhance our brand cost-effectively, recent growth rates not being indicative of future growth, client flexibility to increase or decrease spend, our ability to manage growth, potential fluctuations in operating results, our ability to grow our base of clients, and the financial impact of maximizing Contribution ex-TAC, as well as risks related to future opportunities and plans, including the uncertainty of expected future financial performance and results and those risks detailed from time-to-time under the caption "Risk Factors" and elsewhere in the Company's SEC filings and reports, including the Company's Annual Report on Form 10-K filed with the SEC on February 28, 2025, and in subsequent Quarterly Reports on Form 10-Q as well as future filings and reports by the Company. Importantly, at this time, macro-economic conditions including inflation and fluctuating interest rates in the
Except as required by law, the Company undertakes no duty or obligation to update any forward-looking statements contained in this release as a result of new information, future events, changes in expectations or otherwise.
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SOURCE Criteo
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