Sparro Joins Criteo’s New Channel Partner Program

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Criteo today announced Criteo Partners in Australia and New Zealand, a new global partnership program that promises to grow their channel partners’ customers.

The program helps channel partners better utilise Criteo’s technology and Shopper Graph, known as the world’s largest set of shopper data, to expand their business.

Sparro, Australia’s largest independent digital marketing agency that works with Webjet, Showpo, Industrie, Temple & Webster and Domino’s Pizza, is one of the first Australian agencies to join the program.

Criteo commercial director Australia and New Zealand Colin Barnard said there is a major blind spot in the Australian marketing industry where channel partners are missing out on utilising real-time shopper data, which is where Criteo Partners is critical.

“It’s no surprise that agencies turn to search and social media companies’ real-time data; however knowing what consumers buy rather than what they like or are looking for is more powerful. Many agencies and their customers are missing out on tapping into this data to reach the most valuable consumers to ultimately grow sales and profits,” he said.

“Through Criteo Partners, we equip agencies with a vast amount of data, with our unique Shopper Graph providing insight into two billion monthly active users, and upper-funnel solutions to help them attract, retain and grow their consumer bases.”

Sparro founder and partner Cameron Bryant said they are excited to be one of the first Australian agencies to achieve Criteo Partner status, which allows them to deliver additional value to their existing clients and continue to grow their business.

“We are proud to be one of the first Criteo Partners in Australia. It aligns perfectly with our advertisers and allows us to drive even greater value for them.

“Criteo Partners strengthens our collaboration, complementing my team’s expertise with relevant training. Like with our clients, we have a strong relationship with Criteo built through consistent communication and check-ins that focuses on client results,” continued Bryant.

Criteo Partners will receive several benefits, including:

Training and Certification Access: Through Criteo’s Advertising Academy, teams are enabled to sell, manage and measure campaigns more effectively. Practical training courses enhance agency knowledge on how to harness the data across Criteo’s 2 billion monthly active shoppers.
Added Visibility to Grow New Customers: All partners earn a badge status to gain recognition in Criteo’s preferred global partner listing.
Ongoing Support: Criteo Partners will have support from designated internal experts every step of the way, ranging from access to product sales expertise to maintaining strong customer relationships that drive incremental value and new revenue streams.
Access to Rewards and Resources: With promotional offers, case studies, research materials and unique insights built to support agencies’ success goals, Criteo Partners will have the opportunity to plan ahead to attract and retain new customers.

Criteo Partners began rolling out globally from last October with a pilot group of 20 agencies including Sparro. Since inception, Criteo has seen an increase in its newer, upper-funnel solutions such as Traffic Generation, which enables marketers to heavily influence prospective users in high-intent moments.

“Australia has an increasingly competitive agency landscape where agencies of all scales are competing for the latest ad technology to give themselves an edge,” said Barnard. “No other ad platforms have an asset like Criteo’s Shopper Graph, in other words a unified understanding of a shopper’s online journey and real-time shopping intent data beyond walled gardens.”

Criteo works with 500 of Australia’s leading brands, including Myer, The Iconic and MyDeal.

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