Right now, international commerce media platform Criteo and WPP Media introduced a brand new partnership that goals to scale commerce intelligence to CTV, with Roku, Samsung, and Scripps already signing on.
By the mix of WPP Media’s Open Intelligence, its scaled relationships with premium provide companions, and Criteo’s real-time commerce indicators, the providing permits advertisers to achieve shoppers at scale throughout premium CTV stock.
“Our purpose is to speed up how commerce informs media throughout quite a lot of premium provide contact factors,” Sandy Welsch, government director, international commerce partnerships & tech enablement, WPP Media, instructed ADWEEK. “This partnership highlights the power to execute what we name commerce intelligence at scale, because it brings Criteo’s high-fidelity commerce viewers to premium Roku provide, and all of that’s scaled via Open Intelligence.”
Roku, Samsung, and Scripps are among the many model companions which might be piloting the brand new activation.
“Partnering with Criteo’s Commerce Grid advances Roku’s mission of interoperability by enhancing efficiency via distinctive knowledge indicators and streamlining purchaser entry and activation on the platform,” Lindsay Pullins, director, head of enterprise growth & partnerships, commerce and efficiency, Roku, mentioned.
Welsch added that, along with these three companions, there are aspirations to carry further CTV gamers to develop into different channels, together with social media.
Michael Balabanov, svp, company growth, Criteo, mentioned the activation showcases what makes Criteo completely different, pointing to the corporate’s capability to carry real-time commerce indicators to premium provide at scale.
“By teaming up with WPP Media, we’re connecting our core energy in shopper knowledge with a versatile, open activation mannequin that works throughout any DSP,” Balabanov mentioned. “It’s a serious milestone in our mission to make all media extra accountable to enterprise outcomes. Historically, CTV has been considered as an upper-funnel branding channel. With this partnership, we’re serving to remodel it right into a high-performing, full-funnel resolution that drives actual outcomes.”
Reworking budgets into outcomes
Based on each corporations, the collaboration appears to be like to supply an answer by curating audiences primarily based on high-fidelity commerce indicators, enhanced and scaled by Open Intelligence, that may be activated in any demand-side platform (DSP).
The team-up can also be powered by Criteo’s Commerce Grid supply-side platform (SSP), which curates Deal IDs, enabling advertisers to activate commerce-led CTV methods throughout the DSP of their selection. This enables them to attach advert publicity to measurable outcomes, equivalent to foot site visitors or gross sales.
Welsch mentioned that from a CTV standpoint, the most important takeaway from the activation is that CTV doesn’t solely should be a attain and frequency play anymore.
“Driving digital GRPs is turning into a scalable car to ship towards extremely curated commerce audiences,” Welsch mentioned.
Balabanov added that the activation marks a brand new chapter for CTV, one the place attain not comes on the expense of precision or efficiency.
“Advertisers are searching for smarter methods to speculate,” Balabanov mentioned. “By leveraging our real-time shopper intent indicators, they will now apply the identical degree of efficiency pondering to CTV that they’ve come to anticipate from digital. And since it’s constructed to scale throughout provide and DSPs, this mannequin is constructed for development.”
Merging commerce and premium provide
Based on Criteo, its real-time commerce indicators are initially from 17,000 e-commerce websites, 200 international retail companions, and hundreds of open internet publishers, which span over $1 trillion in annual ecommerce gross sales. Amplifying these indicators via WPP Media’s Open Intelligence will be capable of create high-intent, in addition to shopper audiences created to transform, whereas manufacturers and advertisers will now be capable of entry these segments throughout their most well-liked DSP companions.
Balabanov mentioned advertisers are underneath extra strain than ever to show ROI and that Criteo desires to assist them try this by unlocking a brand new degree of accountability in CTV.
“This offers advertisers extra management, extra flexibility, and extra measurable influence. It’s a pure extension of what we’ve at all times completed at Criteo, utilizing commerce knowledge to assist manufacturers attain the best shoppers, in the best second, and ship outcomes,” Balabanov mentioned.
Welsch mentioned we’re at a degree within the business the place commerce is on the coronary heart of every little thing that entrepreneurs do.
“Bridging a historically upper-funnel provide supply with transactional, direct response indicators is a powerful acknowledgement that the boundaries by which we’ve historically bifurcated these kinds of activations are colliding,” Welsch mentioned. “The output of that’s advertisers’ {dollars} will work tougher.”
