Commerce media company Criteo has acquired Brandcrush, an Australia-based company whose platform enables the buying and selling of omnichannel retail media, including offline media channels.
Commercial details haven't been revealed.
With the acquisition, Criteo will now be able to provide a holistic omnichannel monetisation solution globally for retailers to manage their entire media inventory across both ecommerce and physical retail while enabling brands and agencies to discover and purchase omnichannel media from retailers.
The acquisition also expands Criteo’s client footprint and capabilities in the rapidly growing Asia-Pacific retail media market.
The Brandcrush platform provides 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.
Combined with Criteo’s retail media solutions, including sponsored ads, on-site display, and off-site ads, advertisers can now scale their campaigns across the entire omnichannel retail media environment.
Sherry Smith, GM 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, said: “By combining forces, we’re bringing together our platform with Criteo’s best-in-class retail media technology to create the most effective monetisation 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.”
Brandcrush’s platform is available globally and is currently undergoing integration with Criteo’s retail media solutions. Brandcrush will also continue to support integrations with financial, digital, audio, and commerce platform partners in retailer's ecosystems.
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