Commerce marketing technology company Criteo launched its reseller program in Australia to help online marketplaces and their merchants claim their slice of the online retail pie.

The program allows online marketplaces to resell Criteo’s solution to merchants or affiliates on their platforms.

Utilising an application programming interface (API) that simplifies campaign management, the Criteo Reseller Program allows merchants to manage and adjust their own ad spends and cost-per-click prices to boost sales under the marketplace’s dynamic retargeting campaign.

As a result, online marketplaces do not need to manage ad spends and budgets on behalf of merchants. The marketplace manages the technical integration, with no further technical development required from merchants themselves.

Criteo’s executive managing director for the Asia Pacific (APAC), Yvonne Chang, said: “In virtually every APAC country, an online marketplace tops the list of e-commerce sites or apps most used by local shoppers.

“For merchants, participation in an online marketplace has become the most obvious pathway to success.

“Through the Criteo Reseller Program, merchants can now take advantage of Criteo Dynamic Retargeting within marketplace environments to re-engage shoppers online.

“This allows them to control and adjust ad spend to better target shoppers by connecting them with products they need and love. This will boost revenue for themselves, the marketplaces and the economies they are a part of.”