MobileFuse Bolsters Retail Media Capabilities with Criteo Commerce Audiences

Rhea-AI Summary

MobileFuse, a leading in-app, CTV, and DOOH advertising platform, has announced a strategic partnership with Criteo (Nasdaq: CRTO), enhancing its retail media capabilities. This collaboration gives MobileFuse's retail clients access to Criteo's Commerce Audiences, which are granular audience segments built from real-time shopping signals.

The partnership aims to empower retail brands and advertisers with more effective audience discovery and engagement, ultimately driving conversions. Criteo's Commerce Audiences are continuously refreshed, high-intent audiences based on consumer shopping behaviors and commerce signals. MobileFuse's industry-leading SDK, combined with Criteo's audiences, promises to deliver higher fill rates, eCPM, CTR, and revenue compared to other oRTB solutions.

This strategic move reinforces MobileFuse's commitment to providing innovative tools for publishers and advertisers, meeting the growing demands of the retail media landscape.

Positive

• Strategic partnership with Criteo enhances MobileFuse's retail media capabilities
• Access to Criteo's Commerce Audiences for more effective audience targeting
• Potential for higher fill rates, eCPM, CTR, and revenue compared to other oRTB solutions
• Support for alternative IDs in the in-app space, including UID2.0 and RampID

Negative

• None.

Insights

Market Research Analyst

This partnership between MobileFuse and Criteo represents a significant advancement in retail media capabilities. By integrating Criteo's Commerce Audiences with MobileFuse's premium SDK-connected in-app supply, the collaboration offers enhanced audience targeting and engagement for retail brands and advertisers.

Key benefits include:

• Access to high-intent audiences based on real-time shopping signals
• Improved audience discovery and engagement across the buyer journey
• Potential for increased conversions through more precise targeting

For Criteo (CRTO), this partnership expands the reach of their Commerce Audiences, potentially driving increased adoption and revenue from this product. It also strengthens their position in the growing retail media sector, which could positively impact their market share and financial performance.

While the immediate financial impact may be , the long-term potential for both companies is significant as retail media continues to gain importance in the digital advertising landscape.

Ad Tech Specialist

This partnership showcases the evolving landscape of digital advertising, particularly in the retail media space. MobileFuse's integration of Criteo's Commerce Audiences into their platform is a strategic move that addresses several key industry trends:

• First-party data utilization: As third-party cookies phase out, solutions leveraging first-party data like Criteo's become more valuable.
• Cross-channel targeting: The ability to reach consumers across mobile, CTV and DOOH platforms with consistent targeting is increasingly important.
• Performance-driven advertising: By using real-time shopping signals, advertisers can better target high-intent consumers, potentially improving ROI.

For Criteo, this partnership could lead to increased adoption of their Commerce Audiences product, potentially driving revenue growth. It also strengthens their competitive position in the retail media space, which is becoming a key battleground for ad tech companies.

Investors should monitor the impact on Criteo's revenue from Commerce Audiences and any shift in market share within the retail media sector as a result of this partnership.

NEW YORK, Oct. 22, 2024 /PRNewswire/ -- MobileFuse, one of the largest in-app, CTV, and DOOH advertising platforms, today announced a strategic partnership with Criteo (Nasdaq: CRTO), the commerce media company. The partnership strengthens MobileFuse's retail media capabilities by providing current retail clients access to Criteo's Commerce Audiences, granular audience segments built from real-time shopping signals. When Commerce Audiences are packaged with MobileFuse's premium SDK-connected in-app supply, retail brands and advertisers are empowered with more effective audience discovery and engagement -- ultimately driving conversions.

Criteo's Commerce Audiences consist of continuously refreshed, high-intent audiences actively navigating the web and ecommerce sites. These audiences predict the likelihood of what a consumer will buy based on their previous shopping behaviors and commerce signals, such as site activity, ad engagement, browsing, cart activity and more. This partnership enables retail brands and advertisers to connect with consumers at every stage of their buyer journey based on shopping interests and preferences across MobileFuse inventory, using real-world transaction and browsing signals from Criteo. This news showcases MobileFuse's commitment to providing publishers and advertisers with innovative tools that drive results.

"We're constantly looking to provide greater value across our solutions, and Criteo's Commerce Audiences ensure we can deliver even better audience targeting and engagement," said Conor Donnelly, Vice President of Commerce Media & Programmatic Solutions at MobileFuse. "Combining Criteo's Commerce Audiences with our industry-leading addressable supply enhances our overall retail offering, and ensures we meet the growing demands of publishers, brands, and advertisers."

MobileFuse's industry-leading SDK is proven to deliver higher fill rates, eCPM, CTR, and revenue compared to other oRTB solutions with similar amounts of bid requests. Additionally, MobileFuse supports alternative IDs in the in-app space, including UID2.0 and RampID. This is further strengthened by direct app integrations via the SDK. All together, these offerings ensure brands and advertisers can reach audiences outside owned digital properties, with placements across premium mobile and CTV in-app supply.

"Partners like MobileFuse are working with Criteo to capture more value from the growth of retail media," said Sean Deane, VP of Publisher Partnerships, Americas at Criteo. "Leveraging Criteo's Commerce Audiences, which represents trillions of consumer journeys across 700 million daily active users, partners can supercharge their inventory while delivering improved campaign performance to their buyers."

As retail media grows in importance, and more organizations seek to maximize their ROI in existing and emerging channels, MobileFuse is committed to providing solutions to help clients and partners reach critical campaign goals.

For more information, visit mobilefuse.com.

About MobileFuse

MobileFuse is one of the largest in-app, CTV, and DOOH advertising platforms. The company serves leading brands, agencies, bidders, and app developers across a variety of verticals. MobileFuse empowers its clients by reaching highly curated and receptive audiences via unique solutions combining moments-based targeting, patented location verification, custom creative, and data-driven insights across a large location-based in-app and CTV exchange. Founded in 2009, MobileFuse is headquartered in New York City and has offices throughout the U.S. In 2022, the company achieved carbon negative status. For more information, visit https://mobilefuse.com/.

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SOURCE MobileFuse

FAQ

What is the purpose of MobileFuse's partnership with Criteo (CRTO)?

The partnership aims to strengthen MobileFuse's retail media capabilities by providing access to Criteo's Commerce Audiences, enabling more effective audience discovery and engagement for retail brands and advertisers.

How does Criteo's Commerce Audiences benefit MobileFuse's clients?

Criteo's Commerce Audiences provide granular, high-intent audience segments based on real-time shopping signals, allowing MobileFuse's clients to better target and engage consumers at every stage of their buyer journey.

What advantages does MobileFuse's SDK offer compared to other oRTB solutions?

MobileFuse's SDK is proven to deliver higher fill rates, eCPM, CTR, and revenue compared to other oRTB solutions with similar amounts of bid requests, enhancing overall performance for advertisers.

How does this partnership impact MobileFuse's position in the retail media landscape?

The partnership strengthens MobileFuse's retail offering, demonstrating its commitment to providing innovative tools that drive results for publishers and advertisers in the growing retail media sector.