{"id":10392,"date":"2023-09-15T02:03:38","date_gmt":"2023-09-15T02:03:38","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/criteo-launches-commerce-max-dsp\/"},"modified":"2023-09-15T02:03:38","modified_gmt":"2023-09-15T02:03:38","slug":"criteo-launches-commerce-max-dsp","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/criteo-launches-commerce-max-dsp\/","title":{"rendered":"Criteo launches Commerce Max DSP"},"content":{"rendered":"

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This article is brought to you by
\n Retail Technology Review:
\n Criteo launches Commerce Max DSP.<\/p>\n

Criteo, the commerce media company, has announced the general availability of its self-service demand-side platform (DSP), Commerce Max, giving brands and agencies a single point of entry to retail media inventory onsite and across premium publishers offsite.<\/strong><\/p>\n

Complementing Commerce Max, Criteo is also expanding its retailer monetisation solution suite, offering retailers the means to tap previously unattainable demand by paving the way for the integration of marketplace and in-store monetization technologies.<\/p>\n

Retail media has proven extremely successful for retailers looking to grow additional revenue streams and brands and agencies looking to engage consumers actively in a buying mindset. Until now, however, fragmentation across the industry has held retailers, brands and agencies back from reaching their full potential with retail media.<\/p>\n

\u201cOur focus is enabling all commerce-driven companies to buy and sell audiences engaged in shopping. The process has to be frictionless, and it has to solve for fragmentation,\u201d said Megan Clarken, CEO at Criteo. \u201cWith today\u2019s launch, we\u2019re equipping our clients with the right tools to cut through and connect in a more unified retail media ecosystem that ultimately creates more unity across the broader advertising marketplace.\u201d<\/p>\n

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Driving Commerce at Scale\u00a0<\/h2>\n

Commerce Max entered market testing in 2022 with leading consumer electronics retailer, Best Buy, and the world’s foremost media investment company, GroupM, as exclusive Alpha partner. Over this period, Commerce Max enrolled 10 retailers including Best Buy, Macy’s and Shipt. Retailers who have completed campaigns have more than doubled conversion rates on average when running both onsite and offsite advertising though the platform.<\/p>\n

Industry praise for Commerce Max<\/p>\n

“Through Criteo we now have one point of entry to a pivotal retail media network, all within a single platform \u2013 Commerce Max \u2013 that applies the same KPIs to retail media as those we use for our programmatic buys,\u201d said Billy Dyer, Club Team Shopper Marketing Lead at Unilever following another successful test with GroupM and Unilever in which the brand\u2019s conversion rate rose by over 400%. \u201cCombining onsite and offsite targeting enables us to focus media spend across a broader part of the shopper funnel while finding the most suitable audiences wherever they are.\u201d\u00a0<\/p>\n

\u201cShipt is known for having a unique member community that is loyal to our platform, and when coupled with Criteo’s onsite and offsite products and enhanced personalisation features in our full-funnel offering, advertisers have found it to drive an ever greater return for their ad spend,\u201d said David Young, VP, CPG Partnerships at Shipt.<\/p>\n

\u201cWe\u2019re excited to be at the forefront of the rollout of the Commerce Max platform, starting with its initial testing phase and now its general availability,\u201d said Mark Heitke, Director of Ad Products and Audience Strategy at Best Buy Ads. \u201cThe platform offers a variety of onsite and offsite capabilities, giving our brand partners even more options to reach our audiences in meaningful ways.\u201d\u00a0<\/p>\n

Now in general availability, brands and agencies across the globe can use Commerce Max to access data and inventory across multiple retailers and marketplaces, finding valuable audiences on these sites and extending these audiences offsite. This is underpinned by closed-loop measurement, enabling advertisers to quickly and efficiently determine the effectiveness of campaigns and optimize accordingly.\u00a0<\/p>\n

Criteo is a leader and one of the first to bring digital measurement standards to retail media with Commerce Max. Criteo\u2019s partnership with Integral Ad Science allows brands and agencies to measure viewability and invalid traffic on a retailer\u2019s site across all ad formats, including native and sponsored products by 2024.\u00a0<\/p>\n

A Unified Approach for Retailers<\/h2>\n

The second component of today\u2019s launch is the unveiling of Criteo\u2019s retailer monetisation solution suite. This suite marks the next phase in the development of Criteo\u2019s core monetization technology, Commerce Yield, which will not only provides retailers and marketplaces with a complete media toolset, but also serves commerce companies such as automakers, movie theaters, transportation services, airlines and more.<\/p>\n

Commerce Yield combines Criteo\u2019s former Retail Media Platform with several solutions derived from recent strategic acquisitions, including:<\/p>\n