Commerce media solution Criteo and the retail media arm of marketplace solution Mirakl have launched a global integration to unlock as-yet untapped retail media opportunity for third-party marketplace sellers and other mid- to long-tail advertisers.
This group of advertisers consists of thousands of smaller brands and marketplace vendors that, while modest in scale individually, collectively represent a significant portion of advertising investment. For example, these sellers spend 127% more than first-party brands on Amazon, according to SmartScout — highlighting a major opportunity for other retailers to tap into.
The Criteo and Mirakl integration supports these advertisers with self-service tools and automated campaign management to more efficiently scale their retail media efforts across multiple marketplace platforms. Additionally, by combining Mirakl’s ecosystem of brands and third-party sellers with Criteo’s retail media supply and ad-serving technology, retailers will be able to unlock new revenue streams at scale through AI-automated campaign execution.
“As retail media evolves, retailers are seeking streamlined solutions to grow demand and connect with diverse brand partners,” said Melanie Zimmermann, General Manager of Global Retail Media at Criteo in a statement. “Together we enable third-party advertisers to easily launch campaigns, boosting product variety without adding operational complexity to retailers. This integration empowers retailers to monetize their marketplaces more efficiently while enhancing the shopping experience for consumers.”
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Both Criteo and Mirakl already serve a range of large retailers with their solutions: Best Buy, Lowe’s, Ulta Beauty and many others have marketplaces built on the Mirakl platform, while Criteo powers and enhances the retail media offering of a host of merchants, including Dollar General, Albertsons and Shopify.
