WPP Media and Criteo Launch First-of-Its-Kind Activation using Open Intelligence to Scale Commerce Signals in CTV

Rhea-AI Summary

Criteo (Nasdaq: CRTO) has announced a strategic partnership with WPP Media to enhance Connected TV (CTV) advertising through commerce intelligence. The collaboration combines Criteo's commerce signals from over 17,000 e-commerce sites and $1 trillion in annual ecommerce sales with WPP Media's Open Intelligence platform.

The partnership enables advertisers to reach qualified consumers across premium CTV inventory through curated Deal IDs, which can be activated in any Demand-side Platform (DSP). The initiative has been piloted with major players including Roku, Samsung, and Scripps, offering brands the ability to connect ad exposure to measurable outcomes like foot traffic and sales.

This first-of-its-kind activation aims to transform CTV into a performance-driven channel by combining traditional brand metrics with commerce media capabilities.

Insights

Advertising Technology Analyst

Criteo partners with WPP Media to transform CTV into a performance channel using commerce signals, creating new revenue opportunities.

This strategic partnership between Criteo and WPP Media represents a significant advancement in the Connected TV advertising ecosystem. By combining Criteo's commerce signals from over 17,000 e-commerce sites with WPP Media's Open Intelligence, they're creating a bridge between traditional brand advertising and performance marketing in the CTV space.

The collaboration addresses a critical pain point in the industry: the difficulty of bringing commerce-level targeting and measurement to television-like environments. By enabling advertisers to activate commerce-first CTV strategies across any DSP through curated Deal IDs, Criteo is expanding its addressable market while providing a valuable solution to advertisers seeking more accountability from their CTV investments.

This partnership positions Criteo to capture a larger share of CTV advertising budgets, which continue to grow as viewers shift from traditional TV. The inclusion of premium supply partners like Roku, Samsung, and Scripps adds significant scale and credibility to this offering.

From a business perspective, this represents Criteo's continued evolution beyond its retargeting roots into a full-funnel commerce media platform. By leveraging their Commerce Grid SSP for this initiative, they're creating additional monetization opportunities for their technology stack while helping brands connect upper-funnel branding activities to measurable outcomes like foot traffic and sales.

Data Strategy Specialist

The WPP-Criteo partnership demonstrates a sophisticated application of commerce data intelligence that addresses a fundamental limitation in CTV advertising. Traditional CTV targeting has relied primarily on demographic and contextual signals, lacking the precision of commerce intent data that drives performance in other channels.

What makes this collaboration technically significant is the scale of the data assets being combined. Criteo's commerce signals span $1 trillion in annual e-commerce sales, providing a robust foundation of purchase intent signals. When amplified through WPP's Open Intelligence framework, these signals can be expanded to create audience segments with both reach and relevance – solving the classic targeting vs. scale dilemma.

The technical architecture of this solution is also notable. By leveraging Criteo's Commerce Grid SSP to deliver curated Deal IDs, the partners have created a DSP-agnostic implementation that fits into existing agency workflows. This removes a significant barrier to adoption by allowing brands to access these enhanced audiences through their preferred buying platforms.

From a measurement perspective, connecting CTV ad exposure to business outcomes like sales and foot traffic represents a meaningful advancement in cross-channel attribution. This creates a more compelling value proposition for commerce-focused advertisers who have historically been hesitant to invest in upper-funnel channels due to measurement challenges.

Piloted with Roku, Samsung, and Scripps, the bespoke collaboration leverages Criteo commerce signals and WPP Media's Open Intelligence to allow advertisers to enhance both reach and effectiveness

NEW YORK , July 29, 2025 /PRNewswire/ -- Today, Criteo (Nasdaq: CRTO), the global platform connecting the commerce ecosystem, announced a new partnership with WPP Media to scale commerce intelligence to Connected TV (CTV). Through the combination of WPP Media's Open Intelligence, its scaled relationships with premium supply partners, and Criteo's real-time commerce signals, advertisers are now able to reach qualified consumers at scale across premium CTV inventory.

Turning Brand Budgets into Business Outcomes in any DSP

As brands increasingly aim to hold all marketing investments accountable to business outcomes, advertisers need smarter ways to connect with audiences across channels like CTV. This collaboration offers a turnkey solution: curated audiences based on high-fidelity commerce signals enhanced and scaled by Open Intelligence—activated in any Demand-side Platform (DSP). 

Powered by Criteo's Commerce Grid Supply-side Platform (SSP), curated Deal IDs enable advertisers to seamlessly activate commerce-first CTV strategies across the DSP of their choice, connecting ad exposure to measurable outcomes like foot traffic and sales.

"There is a confluence occurring where traditional brand ambitions of reach and frequency are being met with the fast-emerging metrics of performant commerce media.  By combining the strength of Criteo's commerce signals with Open Intelligence, we're accelerating the assimilation of the two—unlocking full-funnel, performance-driven strategies in CTV," said Sandy Welsch, Executive Director Global Commerce Partnerships & Tech Enablement at WPP Media.

Bringing Commerce and Premium Supply Together

Criteo's real-time commerce signals originate from 17,000 e-commerce sites, 200 global retail partners, and thousands of open web publishers, spanning over $1 trillion in annual ecommerce sales. Amplifying those signals through WPP Media's Open Intelligence creates high-intent, shopper audiences built to convert. As Criteo delivers these audiences against premium CTV inventory, brands are now able to access these segments across their preferred DSP partners, streamlining activation.

"With Commerce Grid, Criteo is giving advertisers a seamless way to activate high-performing audiences on Roku. We're excited to see this partnership showcase the power of CTV in helping brands drive full-funnel outcomes," said Lindsay Pullins, Director, Head of Business Development & Partnerships, Commerce and Performance at Roku.

"This partnership is about more than better targeting. It's about giving brands the ability to reach broad audiences with the same level of precision and measurability they expect from digital," said Joseph Meehan, General Manager, Global Commerce Supply at Criteo. "By combining the unique strengths of each company into one streamlined solution, we're giving brands a smarter way to activate high-intent audiences and transform CTV into a true performance channel."

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 $1 trillion in annual commerce sales—powering connections with shoppers, inspiring discovery, and enabling highly personalized experiences. With thousands of clients and partnerships spanning global retail to digital commerce, Criteo delivers the technology, tools, and insights businesses need to drive performance and growth. For more information, please visit criteo.com.

About WPP Media
WPP Media is WPP's global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit wppmedia.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 U.S. have impacted and may continue to impact Criteo's business, financial condition, cash flow and results of operations.

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SOURCE Criteo

FAQ

What is the new partnership between Criteo and WPP Media for CTV advertising?

Criteo and WPP Media have partnered to scale commerce intelligence to Connected TV (CTV), combining Criteo's commerce signals with WPP's Open Intelligence to help advertisers reach qualified consumers across premium CTV inventory.

How much commerce data does Criteo's platform access for the CTV partnership?

Criteo's platform accesses data from 17,000 e-commerce sites, 200 global retail partners, and thousands of open web publishers, representing over $1 trillion in annual ecommerce sales.

Which major platforms are participating in Criteo's CTV commerce intelligence program?

The program has been piloted with Roku, Samsung, and Scripps as premium supply partners.

How does Criteo's new CTV solution work with different advertising platforms?

The solution uses curated Deal IDs powered by Criteo's Commerce Grid SSP, allowing advertisers to activate commerce-first CTV strategies across any Demand-side Platform (DSP) of their choice.

What metrics can advertisers track with Criteo's new CTV commerce solution?

Advertisers can track measurable business outcomes including foot traffic and sales, connecting ad exposure directly to performance metrics.