New Delhi: In a move poised to significantly impact the retail media landscape, Criteo, the commerce media company (Nasdaq: CRTO), and Microsoft Advertising have announced a strategic partnership. This collaboration aims to simplify ad buying for brands, expand revenue opportunities for retailers, and ultimately drive growth within the booming retail media sector.
Retail media, advertising placed directly on retailer websites and apps, is experiencing explosive growth. According to GroupM, it’s expected to surpass $150 billion in global ad spend by 2026. However, a fragmented marketplace presents a challenge for advertisers. Criteo and Microsoft Advertising aim to tackle this by leveraging Criteo’s established network of 225 retailers and creating a unified buying experience for advertisers on a global scale.
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This partnership offers a multitude of benefits:
- Simplified Ad Buying: Brands will have access to a wider pool of retailers through a single platform, streamlining the process of purchasing retail media space.
- Increased Revenue for Retailers: Criteo’s extensive advertiser network will connect retailers with more potential customers, boosting their media revenue.
- Enhanced Performance for Advertisers: Microsoft Advertising’s 500,000+ active advertisers can expect improved campaign performance through a unified platform with access to valuable data and insights.
“We’re thrilled to expand our relationship with Microsoft Advertising,” said Brian Gleason, Chief Revenue Officer at Criteo. “This collaboration will make it easier for brands to navigate the retail media landscape and for retailers to maximize their advertising potential. We look forward to driving significant growth across the entire retail media ecosystem.”
The partnership also paves the way for future innovation. Criteo is exploring the possibility of leveraging Microsoft Advertising’s leadership in generative AI, potentially utilizing tools like the AI-powered Retail Media Creative Studio to streamline ad creation for brands.
“Together, Microsoft Advertising and Criteo can redefine the future of retail media,” said Lynne Kjolso, Vice President of Global Partnerships and Retail Media at Microsoft Advertising. “This partnership will empower the entire ecosystem with greater scale, simplicity, and cutting-edge innovation. We’re excited to work with Criteo, a leader in retail media and performance advertising, and explore the exciting possibilities that lie ahead.”
The integration of Microsoft Advertising’s demand with Criteo’s platform, along with their designation as preferred onsite media partners, is expected to roll out later this year.
