At this time, world 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 means of 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 aim is to speed up how commerce informs media throughout quite a lot of premium provide contact factors,” Sandy Welsch, govt director, world commerce partnerships & tech enablement, WPP Media, advised 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 by Open Intelligence.”
Roku, Samsung, and Scripps are among the many model companions which are piloting the brand new activation.
“Partnering with Criteo’s Commerce Grid advances Roku’s mission of interoperability by enhancing efficiency by distinctive information indicators and streamlining purchaser entry and activation on the platform,” Lindsay Pullins, director, head of enterprise growth & partnerships, commerce and efficiency, Roku, stated.
Welsch added that, along with these three companions, there are aspirations to convey extra CTV gamers to develop into different channels, together with social media.
Michael Balabanov, svp, company growth, Criteo, stated the activation showcases what makes Criteo completely different, pointing to the corporate’s means to convey real-time commerce indicators to premium provide at scale.
“By teaming up with WPP Media, we’re connecting our core energy in shopper information with a versatile, open activation mannequin that works throughout any DSP,” Balabanov stated. “It’s a significant milestone in our mission to make all media extra accountable to enterprise outcomes. Historically, CTV has been seen as an upper-funnel branding channel. With this partnership, we’re serving to rework it right into a high-performing, full-funnel answer that drives actual outcomes.”
Remodeling 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, reminiscent of foot site visitors or gross sales.
Welsch stated that from a CTV standpoint, the largest takeaway from the activation is that CTV doesn’t solely need to be a attain and frequency play anymore.
“Driving digital GRPs is turning into a scalable automobile to ship towards extremely curated commerce audiences,” Welsch stated.
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 in search of smarter methods to take a position,” Balabanov stated. “By leveraging our real-time shopper intent indicators, they will now apply the identical stage of efficiency considering 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 world retail companions, and 1000’s of open internet publishers, which span over $1 trillion in annual ecommerce gross sales. Amplifying these indicators by WPP Media’s Open Intelligence will be capable to create high-intent, in addition to shopper audiences created to transform, whereas manufacturers and advertisers will now be capable to entry these segments throughout their most popular DSP companions.
Balabanov stated advertisers are underneath extra stress than ever to show ROI and that Criteo desires to assist them do this by unlocking a brand new stage of accountability in CTV.
“This offers advertisers extra management, extra flexibility, and extra measurable affect. It’s a pure extension of what we’ve at all times accomplished at Criteo, utilizing commerce information to assist manufacturers attain the fitting shoppers, in the fitting second, and ship outcomes,” Balabanov stated.
Welsch stated we’re at some extent within the trade the place commerce is on the coronary heart of all the pieces that entrepreneurs do.
“Bridging a historically upper-funnel provide supply with transactional, direct response indicators is a robust acknowledgement that the boundaries wherein we’ve historically bifurcated these kinds of activations are colliding,” Welsch stated. “The output of that’s advertisers’ {dollars} will work tougher.”
