Criteo acquires Australian retail media software Brandcrush
Commerce media company Criteo has acquired Australian retail media software platform Brandcrush, expanding its presence in Asia-Pacific.
The deal will see Criteo provide a holistic omnichannel monetisation solution globally for retailers to manage media inventory across e-commerce and physical retail, while giving brands and agencies a more seamless purchase option.
Brandcrush provides media asset management and activation ranging from in-store activations such as digital screens and POS displays, to out-of-store activations like inbox sampling and inserts, and online activations such as digital circulars, email, and social. The company’s LinkedIn indicates that it has around 20 employees.
“As marketers continue to invest in retail media, offline is emerging as the new frontier – and brands and agencies must be able to effectively plan, execute, and measure their campaigns in an integrated way,” said GM of global enterprise at Criteo, Sherry Smith.
“Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems.”
Co-founder and CEO at Brandcrush, Teresa Aprile, said: “By combining forces, we’re bringing together our platform with Criteo’s best-in-class retail media technology to create the most effective monetisation platform for retailers.
“With Criteo’s retail media client footprint of 175+ retailers and nearly 1,800 brands – unlike any others in the industry – we’re also tapping into their unique scale to truly harness the power of omnichannel across the entire advertising ecosystem.”
Criteo launched its retail media solution in APAC in 2021.
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