Criteo and Microsoft Advertising have announced a strategic partnership aimed at addressing the fragmentation in the rapidly growing retail media landscape. This collaboration will integrate Microsoft Advertising’s demand with Criteo’s global network of 225 retailers and make Criteo the preferred onsite media partner for Microsoft Advertising’s retailer clients. This move is intended to create a more unified retail media ecosystem.
Key Points
- Retail Media Growth: Retail media is projected to exceed $150 billion in global ad spend by 2026. However, 93% of marketers cite market fragmentation as a significant challenge.
- Unified Platform: The partnership aims to develop a unified buying experience for global advertisers, leveraging Criteo’s extensive retailer network and Microsoft Advertising’s 500,000+ active advertiser clients across 187 markets.
- Revenue and Performance: The collaboration is expected to bring new revenue to Criteo’s retail media network partners and enable Microsoft Advertising’s clients to achieve stronger, measurable campaign performance.
- Generative AI: Criteo plans to explore Microsoft Advertising’s generative AI capabilities, including the AI-powered Retail Media Creative Studio, to enhance ad creative optimization at scale.
- Future Rollout: The demand integration and preferred onsite collaboration are expected to be implemented in the second half of 2024.
This expanded relationship aims to drive growth and innovation in the fragmented retail media landscape by combining the strengths of both companies.
