- WPP Media is bringing more commerce media data to connected TV (CTV) ad buying through a brand new pact with Criteo, according to a press release.
- The two are offering advertisers curated Deal IDs which can be supported by Criteo’s Commerce Grid and could be activated on any demand-side platform (DSP). Criteo’s data signals, estimated to represent over $1 trillion in annual e-commerce sales, shall be enhanced with WPP Media’s artificial intelligence-powered Open Intelligence solution to create shopper audiences.
- The goal is to realize the identical degree of precision and measurement that’s available in digital in a premium CTV environment carrying broad audience reach. Roku, Samsung and Scripps piloted the offering that appears to inject more performance into CTV advertising by activating its potential to reach shoppers.
WPP Media and Criteo are uniting as commerce media and CTV proceed to converge. The partnership weds Criteo’s supply-side platform (SSP), Commerce Grid, and wealthy set of knowledge signals with WPP Media’s supplier network and Open Intelligence, an AI-powered “large marketing model” that’s designed to predict audience behavior and market performance.
CTV and commerce media have been moving closer together as advertisers try to generate more concrete outcomes, resembling driving foot traffic and sales, from a channel that’s traditionally leveraged for mass reach and brand awareness. The news sees two titans of their respective categories working together to meet that client demand while CTV soars. U.S. ad spending on the channel is predicted by eMarketer to grow 16.8% in 2025 to reach $33.48 billion.
WPP Media is the world’s largest ad-buying agency and Criteo wields a large view into commerce media, with data signals drawn from 17,000 e-commerce sites, 200 global retailers and a variety of open web publishers. Key to the partnership is Criteo’s Commerce Grid, billed because the world’s first commerce-oriented SSP. WPP Media launched Open Intelligence in June, shortly following its rebrand from GroupM, as a way to push past conventional ID-based targeting. WPP Open assesses aspects including geographical, business and behavioral data to create custom AI models, which could be further souped up using the client’s own data sets.
Advertisers benefiting from the pact can deploy the 2 firms’ Deal IDs on the DSP of their selection. The solution has already been piloted by top industry players, including Roku, which leads the CTV device market within the U.S.
“This partnership is about more than higher targeting. It’s about giving brands the power to reach broad audiences with the identical level of precision and measurability they expect from digital,” said Joseph Meehan, general manager, global commerce supply at Criteo, in a press statement. “By combining the unique strengths of every company into one streamlined solution, we’re giving brands a better way to activate high-intent audiences and transform CTV right into a true performance channel.”
Read the total article here
