Criteo and Microsoft Advertising Partner to Boost Global Retail Media Market

Criteo, a global commerce media company, announced a strategic partnership with Microsoft Advertising, Microsoft's digital advertising platform, with the goal of boosting the retail media segment worldwide.The collaboration will enable it to connect the broad demand for media spaces from the advertising brands on the platform with Criteo's global network of 225 retailers.Microsoft also intends to make Criteo its preferred onsite media partner by extending Criteo's monetization technology to its retail customers.

The retail media segment is one of the fastest growing in advertising, with the forecast to move US$ 150 billion globally by 2026, according to GroupM estimates.However, 93% of marketers see segment fragmentation as a significant challenge. The partnership between Criteo and Microsoft Advertising aims to overcome this fragmentation by offering more unified shopping experiences to global advertisers through Criteo's vast network of retailers.

The collaboration expands the long-standing relationship between Criteo and Microsoft, with the potential to generate new revenue for Criteo's retail media partners.For Microsoft, the alliance will enable its more than 500,000 active customers in 187 global markets to achieve stronger and more measurable performance in their online advertising campaigns.

“We are excited to expand our partnership with Microsoft Advertising, which will facilitate retail media activations by brands and expand demand for the media solutions offered by retailers,”, said Tiago Cardoso, Managing Director for Latin America at Criteo. “We are excited to continue developing our collaboration and drive retail media expansion.”

Criteo will also be able to leverage the leadership potential of Microsoft Advertising in innovations such as Retail Media Creative Studio platform.This platform facilitates the creation and optimization of digital ads in a scalable way, with the help of generative AI.“Juntas, Microsoft Advertising and Criteo will be able to chart a new course for retail media, empowering the ecosystem with simplicity, innovation and scalability,”, we are eager to explore global partnerships and retail media from Microsoft Advertising.“We are pleased to promote our integration with Criteo, leading in retail and high performance, high media and advertising opportunities.

Onsite media integration and collaboration between the two companies is expected to begin in the second half of 2024. For more information on Criteo's retail media solutions and ecosystem, click here here.