Criteo boosts retail media with Brandcrush buy

Criteo has acquired Brandcrush, an Australia-based company whose platform enables the buying and selling of omnichannel retail media, including offline media channels.

The acquisition allows retailers to manage their entire media inventory across both e-commerce and physical retail. It also enables brands and agencies to easily discover and purchase omnichannel media from leading retailers. The Australian ad startup provides a 360° 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, and online activations such as digital circulars, email, and social media. With Criteo’s media solutions, including sponsorships, on-site display, and off-site ads, advertisers can now scale their campaigns across the entire omnichannel retail media landscape.

With the new partnership, brands will have the convenience of a single sign-on to oversee and assess both their online campaigns through Criteo and in-store activations through Brandcrush. Criteo’s recent acquisition has allowed the company to increase its presence and improve its capabilities in the fast-growing Asia-Pacific retail media market. 

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The retail media industry offers a significant revenue opportunity for retailers but outdated methods such as emails and spreadsheets are still in use for managing media inventory and purchasing. Retailers can now use Brandcrush’s specialized solution to streamline the management of media orders, inventory, and suppliers across all media channels. This enables retailers to increase revenue by allowing self-service discovery and booking of shopper media without adding overhead costs.

As reported by Adexchanger, Criteo and Brandcrush have collaborated on some pitches, and although marketing efforts like free samples and in-store displays are not purchased in CPMs, they can still be measured. Brandcrush uses control groups to attribute incremental new sales, and Criteo is increasingly crediting itself for driving online advertising to in-store activity. Although programmatic campaigns and in-store marketing cannot be purchased in the same way, they can still be measured together. In-store activations with brands and retailers are continuously evolving.

Sherry Smith, General Manager of Global Enterprise at Criteo said,

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.

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.

Teresa Aprile, Co-Founder, and CEO at Brandcrush,

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.

With Criteo’s retail media client footprint of 175+ retailers and nearly 1,800 brands – unlike any others in the industry – we’re also tapping into their unique scale to truly harness the power of omnichannel across the entire advertising ecosystem.

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