ASOS Adopts Retail Media Solution to Power Ads Across Multiple Touch Points

Online fashion retailer ASOS has named Criteo as its exclusive partner for endemic brands’ advertising across its app and web experiences. Under the three-year agreement, Criteo’s retail media technologies will help ASOS Media Group (AMG) scale its campaign volume and ad revenues while complementing existing ad offerings across creative solutions, social media, targeted email and app push notifications.

Advertisers will be able to take advantage of improved targeting and measurement capabilities, and Criteo also will support AMG sales efforts to brands and agencies in key markets. The initial deployment will take place across the UK, U.S., France and Germany before expanding to all global territories where ASOS operates.

Criteo will manage three ad categories for the retailer:

  • Sponsored Ads, a new offering on enabling intent-based targeting of ads within search results and product listing pages. These ads will be placed within a curated edit of approximately 70,000 products sourced from nearly 900 global and local third-party brands, along with a mix of fashion-led in-house labels including ASOS Design, ASOS Edition, ASOS 4505, Topshop/Topman and Collusion;
  • On-site Display Ads, an existing format that combines branding and product information to increase brand awareness at the point of sale. Display Ads through Criteo will help connect new custom audiences with relevant brand messages on and its app; and
  • Off-site Ads will be provided through Criteo, expanding ad targeting possibilities across thousands of premium publisher sites and connected TV (CTV) to enable additional commerce experiences across the shopper journey.

“The ASOS vision is to become the global go-to destination for fashion-loving 20-somethings and we want to take brands on the journey with us, helping advertisers showcase their products through our fashion lens,” said Elton Ollerhead, Director of AMG in a statement. “Criteo’s technology is proven at scale and designed for retail, which opens up enormous opportunity for brand advertisers across our key markets.


ASOS is in the midst of its “Driving Change” transformation strategy announced in October 2022. Following a banner 2021 — in which the company acquired a number of brands, including Topshop and Miss Selfridge and launched a joint venture with Nordstrom in the U.S. — ASOS experienced a year of declining sales. For the four-month period ending Dec. 31, 2022 ASOS saw active customers remain flat at 25.5 million and total revenue decline by 3%.

To learn more about retail media, check out our full guide here.

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