Mumbai: Criteo, the commerce media company, has announced a landmark global commerce media partnership with dentsu, one of the world’s leading marketing and advertising agency networks. This collaboration will empower dentsu’s clients to execute high-performance commerce and media campaigns using Criteo’s full Commerce Media Platform stack—a first for any major holding company.
Through this expanded partnership, dentsu will integrate Criteo’s AI-powered audiences, campaign planning tools, measurement capabilities, and consultancy services into its commerce and media strategies. This will enable dentsu’s portfolio of brands and retailers to better engage with consumers across every stage of the shopping journey, while also unlocking new spending opportunities for Criteo’s global retailer and publisher network.
“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 ensure a comprehensive and high-impact approach, the partnership includes the integration of dentsu. Audiences, the agency’s proprietary global data and identity solution, with Criteo’s Commerce Audiences, built from the world’s largest open commerce dataset. This unique combination will fuel smarter campaign activations across Criteo’s demand platforms.
Key highlights of the collaboration include:
- Commerce Max (Retail Media DSP): dentsu will utilize Criteo’s SKU-Based Planning Tool to streamline campaign activations across over 200 global retailers, with unified campaign management and closed-loop measurement.
- Commerce Growth (Performance Buying Platform): dentsu will execute performance deals across display and video ad formats to drive full-funnel outcomes.
- Commerce Grid (Supply-Side Platform): dentsu will gain custom access to premium publisher inventory bundled with Criteo’s Commerce Audiences, improving targeting and campaign performance across third-party DSPs.
- Commerce Yield (Retailer Monetization Platform): dentsu clients will tap into Criteo’s consultancy services to build and scale their own retail media networks, supported by dentsu’s New Stream Media practice.
This expanded global partnership not only signals a new era in performance-driven marketing but also redefines how brands connect with consumers at every shoppable moment.
