Australian advertisers will soon be able to utilise a new self-serve retail media ad platform from Criteo.
Criteo, which works with more than 100 of the world’s top retailers, has previously operated its retail media supply through a managed serviced.
Under the latest changes, the Retail Media platform will make it easier for brands and agencies to manage retail media campaigns and be more specific with targetting and optimisation.
For retailers, the self-serve ad manager is expected to increase demand, in turn helping to drive revenue.
It also marks a major step away from third-party cookies, with advertisers able to deliver personalised advertising that is consent-based.
“Criteo has built the technology that allows retailers and brands to better partner with one another to deliver a more relevant shopping experience and increase product sales,” said Criteo EVP and general manager, growth portfolio Geoffroy Martin.
“We’re thrilled to now offer a transparent-by-design platform, which enables retailers to scale their retail media businesses and makes it easier for brands to buy across retailers using standardized workflows and metrics. This will truly accelerate retail media to the next level of brand investment.”
The new platform is currently only available to clients in the US and Canada.
However, a Criteo spokesperson told B&T Australia would be one of the first countries to be given access to the Retail Media platform as global expansion continues.
“The new self-service platform is currently available to clients in the U.S. and Canada and is planned for release to clients in EMEA and APAC later in 2020,” the spokesperson said.
“Criteo works hard to ensure that all products launched in Australia are best suited to the local market and respond to what our customers want.
“We are excited that Australia should be the first English speaking country in APAC to launch self-service Retail Media in 2H of this year or early 2021. Stay tuned for our official announcement.”
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