The collaboration will power AI-driven media campaigns, advanced audience targeting, and performance measurement for brands and retailers worldwide.
Criteo, the global commerce media company, has announced an expanded global partnership with dentsu, a leading marketing and advertising network. The partnership aims to deliver more effective commerce and performance media campaigns for dentsu’s global portfolio of brands and retailers.
Through this collaboration, dentsu clients will gain access to a comprehensive suite of AI-enhanced audiences, buying tools, consultancy services, and measurement capabilities-empowering them to drive superior outcomes in commerce media. Meanwhile, Criteo’s publisher and retailer partners will benefit from increased brand investments on their owned and operated platforms.
A Partnership for the Algorithmic Era
Clive Record, President, Partnerships and Solutions at dentsu, commented:
“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.
This is a transformational partnership, enabling new levels of intelligence and differentiation. We’re excited to harness Criteo’s advanced commerce solutions, audiences, AI, and expertise.”
Brian Gleason, Chief Revenue Officer & President of Retail Media at Criteo, added:
“We’re thrilled to partner with dentsu and offer a holistic set of solutions to propel commerce media growth for their clients. An industry-leading toolset and strategic approach are essential today, and our partnership affirms the value of commerce-first technology platforms.”
Combined Capabilities Across the Consumer Journey
This partnership unites dentsu. Audiences, the agency’s global identity and data platform, with Criteo’s Commerce Audiences, built on the world’s largest open commerce dataset. Together, these capabilities create a powerful audience solution that can be activated across Criteo’s demand platforms.
How Dentsu Will Leverage Criteo’s Commerce Media Stack:
1. Commerce Max – Retail Media Demand-Side Platform
- A unified campaign platform allowing brands to promote products across 200+ global retailers.
- Features SKU-based planning, campaign optimisation, and closed-loop measurement.
2. Commerce Growth – Performance Buying Platform
- Supports cross-format campaigns in video and display.
- Helps performance marketers drive results across the entire shopping journey.
3. Commerce Grid – Supply-Side Platform
- Grants dentsu access to premium publisher inventory, bundled with Criteo’s commerce audiences.
- Enhances targeting and campaign performance across third-party DSPs.
4. Commerce Yield – Retailer Monetisation Platform
- Complements dentsu’s retail media practice, New Stream Media.
- Provides consultancy and strategic guidance to help retailers build, scale, and monetise their media networkseffectively.
The partnership aims to redefine commerce media strategy for brands and retailers by offering a comprehensive, scalable, and data-driven approach to reaching consumers at every stage of their shopping journey.
