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Criteo Acquires Brandcrush to Create Holistic Retail Media Solution

Criteo has acquired Brandcrush to create a holistic retail media solution.

Commerce media company Criteo has acquired Brandcrush, a platform that enables the buying and selling of retail media activations, including those in offline channels like stores.

The combination of Brandcrush’s media buying capabilities with Criteo’s existing retail media solutions will create a “holistic omnichannel monetization solution,” according to Criteo. Through the combined platform, retailers will be able to manage their entire media inventory across both ecommerce and physical retail, while brands and agencies will have a platform on which they can easily discover and purchase omnichannel media from leading retailers.

Retail media has rapidly become a multi-billion-dollar revenue opportunity for retailers, but as more retailers launch their own media networks and retail media offerings expand beyond basic website ads and sponsored search, there is a growing need for integrated platforms that standardize buying and measurement processes.

“As marketers continue to invest in retail media, offline is emerging as the new frontier — and brands and agencies must be able to effectively plan, execute and measure their campaigns in an integrated way,” said Sherry Smith, General Manager of Global Enterprise at Criteo in a statement. “Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems.”

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The Brandcrush platform provides 360-degree media asset management and activation, ranging from in-store activations such as digital screens, point-of-sale displays and sampling to out-of-store activations like inbox sampling and inserts, as well as online activations such as digital circulars, email and social. Combined with Criteo’s retail media solutions, which include sponsored ads, on-site display and off-site ads, advertisers will be able to scale their campaigns across the entire omnichannel retail media environment. As an additional benefit to Criteo, the acquisition of Brandcrush will expand its client footprint and capabilities in the rapidly growing Asia-Pacific retail media market.

The Brandcrush platform is available globally and is currently undergoing integration with Criteo’s retail media solutions. Brandcrush will continue to support integrations with financial, digital, audio and commerce platform partners in retailers’ ecosystems after the integration is complete.

“By combining forces, we’re bringing together our platform with Criteo’s best-in-class retail media technology to create the most effective monetization platform for retailers,” said Teresa Aprile, Co-founder and CEO of Brandcrush in a statement. “With Criteo’s retail media client footprint of 175+ retailers and nearly 1,800 brands, we’re also tapping into their unique scale to truly harness the power of omnichannel across the entire advertising ecosystem.”

Learn more about the evolution of retail media and what lies ahead for this arena in the coming year in the free Retail TouchPoints report, The Evolution of Retail Media: Powered by Data, RMNs Offer Full-Funnel Advertising.

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