Criteo announces business-driving collaboration with TechMedia
The in-store and omnichannel retail media arm of commerce media organisation, Criteo, is collaborating with TechMedia to provide users with “a fully integrated self-serve booking and reporting solution”.
The announcement:
Criteo (Nasdaq: CRTO), the commerce media company, today announced a new collaboration between its In-Store & Omnichannel retail media arm (powered by Brandcrush), and TechMedia, to give retailers and brands access to a fully integrated self-serve booking and reporting solution.
Following Criteo’s acquisition of Brandcrush in February 2023, this partnership with TechMedia holds the potential for significant operational and commercial benefits for retailers looking to take control of their entire media landscape. The technology offers a comprehensive end-to-end solution for media owners and buyers to plan, manage, and execute campaigns, featuring highly granular media asset management complemented by incremental return on advertising spend reporting (iROAS).
The collaboration provides an opportunity to leverage Criteo’s robust programmatic advertising capabilities in concert with TechMedia’s extensive DOOH expertise with the aim to offer enhanced targeted advertising solutions that will redefine audience engagement strategies and unlock significant operational and commercial gains for retailers seeking to own their entire media ecosystem.
With the change in consumer behaviour, retail transactions continued to normalise from online to in-store, prompting many retailers to explore the potential of their physical audience, giving rise to retail media 2.0 with the digitisation of in-store experiences.
With this evolution, the need for a consolidated view of all media in a single unified platform has meant that Criteo’s in-store arm is now serving as the “hub” of the retail media tech stack. Bringing together multiple CMS platforms for digital screens and audio offerings, while also serving physical media assets, sampling partners and other audience extension opportunities that can influence consumers on their path to purchase.
The collaboration between Criteo and TechMedia came about organically, thanks to their mutual client, Endeavour Group. Endeavour Group, dedicated retail media arm, known as “MixIn”, recently launched their best-in-class retail media offering for suppliers across more than 1,700 stores within the Dan Murphy’s and BWS network.
“Our ambition is to make it easy for brands and agencies to transact with MixIn at scale, we partnered with Criteo’s in-store arm (powered by Brandcrush), as their technology provides a unique opportunity to consolidate media buying for in-store and online through a centralised interface”, said Rhiannon Hart, production & compliance manager, MixIn by Endeavour (Group).
“TechMedia is a natural partner for Criteo, allowing us to tap into decades of Digital Out of Home (DOOH) experience and their deep knowledge of global CMS providers.” said Matt Hurle, sales director, Criteo In-store.
Noman Cantrell, TechMedia CEO, added, “By integrating Criteo’s in-store and omnichannel media booking solution with TechMedia’s already in place platforms, we’ve been able to deliver a seamless experience for brands, from booking to campaign delivery on players and screens. We see this as an important milestone with applications for retailers around the world” says Norman Cantrell, TechMedia CEO.
Source: Modern Currency
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