Today, global commerce media platform Criteo and WPP Media announced a new partnership that aims to scale commerce intelligence to CTV, with Roku, Samsung, and Scripps already signing on.
Through the combination of WPP Media’s Open Intelligence, its scaled relationships with premium supply partners, and Criteo’s real-time commerce signals, the offering allows advertisers to reach consumers at scale across premium CTV inventory.
“Our goal is to accelerate how commerce informs media across a variety of premium supply touch points,” Sandy Welsch, executive director, global commerce partnerships & tech enablement, WPP Media, told ADWEEK. “This partnership highlights the ability to execute what we call commerce intelligence at scale, as it brings Criteo’s high-fidelity commerce audience to premium Roku supply, and all of that is scaled through Open Intelligence.”
Roku, Samsung, and Scripps are among the brand partners that are piloting the new activation.
“Partnering with Criteo’s Commerce Grid advances Roku’s mission of interoperability by enhancing performance through unique data signals and streamlining buyer access and activation on the platform,” Lindsay Pullins, director, head of business development & partnerships, commerce and performance, Roku, said.
Welsch added that, in addition to those three partners, there are aspirations to bring additional CTV players to expand into other channels, including social media.
Michael Balabanov, svp, agency development, Criteo, said the activation showcases what makes Criteo different, pointing to the company’s ability to bring real-time commerce signals to premium supply at scale.
“By teaming up with WPP Media, we’re connecting our core strength in shopper data with a flexible, open activation model that works across any DSP,” Balabanov said. “It’s a major milestone in our mission to make all media more accountable to business outcomes. Traditionally, CTV has been viewed as an upper-funnel branding channel. With this partnership, we’re helping transform it into a high-performing, full-funnel solution that drives real results.”
Transforming budgets into outcomes
According to both companies, the collaboration looks to offer a solution by curating audiences based on high-fidelity commerce signals, enhanced and scaled by Open Intelligence, that can be activated in any demand-side platform (DSP).
