“Google and Criteo have announced a partnership that will allow advertisers to buy on-site retail media inventory from Criteo’s retail partners directly through Google’s Search Ads 360 platform.”
Google has announced a significant partnership with Criteo, naming the commerce media platform as its first on-site retail media supply partner for its Search Ads 360 (SA360) platform. The deal will give Google’s advertisers access to Criteo’s network of over 200 retailers, allowing them to manage and optimise their on-site retail media campaigns from within the SA360 interface.
The integration will initially be available in a limited beta program for select customers in the Americas, with plans for a global expansion and integration into other Google Marketing Platform tools in the future.
For advertisers, the partnership promises a more streamlined and efficient way to manage their retail media spend, with unified measurement and reporting capabilities. It will also give them access to a wider range of retail media inventory, helping them to reach high-intent shoppers at the point of purchase.
For retailers in Criteo’s network, the partnership will open up a new source of advertising demand from Google’s extensive advertiser base. Retailers will be able to opt-in to receive demand from SA360, while still maintaining control over their ad inventory and pricing.
The move is seen as a significant step in the evolution of the retail media landscape, which is becoming increasingly important for both retailers and brands. It is also a sign of the growing convergence between search, display, and commerce advertising.
Sherry Smith, President of Retail Media at Criteo, said: “By connecting more brands to our global retail network and deepening investments from existing ones, we’re helping retailers grow their media programs and maximize the value of their ad inventory while enabling advertisers to reach high-intent shoppe1rs.”
Bill Reardon, General Manager, Enterprise Platform at Google, said: “With Criteo’s expansive network of retailer partners, we’re helping advertisers connect with customers at a critical moment in their shopping journey: onsite, through sponsored product ads.”
Companies and Products Mentioned in this Article: Google, Criteo, Google Search Ads 360, Google Marketing Platform.
