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.
Matt Drzewicki has been appointed to lead Target’s retail media network Roundel as SVP, effective June 1. Drzewicki has been serving as the interim leader of Roundel since January, following the promotion of the group’s former SVP Sarah Travis to EVP and Chief Digital and Revenue Officer.
Drzewicki will now lead the Roundel team, which has set a goal of doubling the size of its media business over the next five years — a high bar given that the business currently generates nearly $2 billion of value for Target and saw double-digit growth in Q1.
To continue this momentum, Roundel intends to improve its data collaboration capabilities this year by introducing an enhanced media buying and selling model that leverages Target’s first-party data and real-time signals to help brands drive more effective campaigns.
Drzewicki joined Roundel in May 2022 as VP of Partner Solutions Group following more than 10 years at Google.
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“Roundel exists to help our business partners grow by leveraging what only Target can offer — scale, trust, creativity and a guest who truly wants to be inspired,” said Drzewicki in a statement. “I’m excited to lead Roundel into its next chapter in close collaboration with our strategic partners, while also expanding and developing new partnerships to continue innovating in the retail media landscape.”
To learn more about retail media, check out our full guide here.
