Commerce media company Criteo has announced the general availability of its self-service demand-side platform (DSP), Commerce Max, giving brands and agencies a single point of entry to retail media inventory onsite and across premium publishers offsite.
Commerce Max entered market testing in 2022 with consumer electronics retailer Best Buy and GroupM. Over this period, Commerce Max enrolled 10 retailers including Best Buy, Macy's and Shipt.
Now in general availability, brands and agencies across the globe can use Commerce Max to access data and inventory across multiple retailers and marketplaces, finding valuable audiences on these sites and extending these audiences offsite. This is underpinned by closed-loop measurement, enabling advertisers to quickly and efficiently determine the effectiveness of campaigns and optimise accordingly.
Criteo’s partnership with Integral Ad Science also allows brands and agencies to measure viewability and invalid traffic on a retailer’s site across all ad formats, including native and sponsored products by 2024.
Complementing Commerce Max, Criteo is also expanding its retailer monetisation solution suite, offering retailers the means to tap previously unattainable demand by paving the way for the integration of marketplace and in-store monetisation technologies.
This suite marks the next phase in the development of Criteo’s core monetisation technology, Commerce Yield, which will not only provide retailers and marketplaces with a complete media toolset, but will also serve commerce companies such as automakers, movie theatres, transportation services, airlines and more.
Commerce Yield combines Criteo’s former Retail Media Platform with several solutions derived from recent strategic acquisitions.
Through Criteo's strategic acquisition of Mabaya, Commerce Yield Marketplace will help monetisation officers integrate marketplace tactics and formats. The powerful union of Brandcrush and Criteo's in-store monetisation technology provides advertisers access to a wider range of offline inventory (Commerce Yield In-Store). Previously called Gradient, Commerce Yield Insights is a suite of insight and data tools that provides digital-shelf insights to support enterprise-level retail media buys.
Megan Clarken, CEO at Criteo, said the company's focus is enabling all commerce-driven companies to buy and sell audiences engaged in shopping.
"The process has to be frictionless, and it has to solve for fragmentation,” she said.
“With today’s launch, we’re equipping our clients with the right tools to cut through and connect in a more unified retail media ecosystem that ultimately creates more unity across the broader advertising marketplace.”
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