Dentsu has expanded its global partnership with commerce media company Criteo, becoming the first holding company to utilise the latter's complete Commerce Media Platform stack to enhance its service offerings.

The partnership aims to deliver more effective commerce and performance media campaigns for dentsu's clients. By integrating Criteo's Commerce Media Platform, dentsu's clients will have access to AI-enhanced audiences, buying tools, consultancy services, and measurement capabilities. This integration is expected to benefit Criteo's retailer and publisher partners by providing access to additional spending from brands.

Dentsu will employ several components of Criteo's platform, including the Commerce Max Retail Media Demand-Side Platform, Commerce Growth Performance Buying Platform, Commerce Grid Supply-Side Platform, and Commerce Yield Retailer Monetization Platform. These tools are designed to connect marketers and media owners, facilitating consumer experiences from product discovery to purchase.

President Partnerships and Solutions of Dentsu, Clive Record, said: "We want our clients to grow in the Algorithmic Era, and the integration of Criteo’s commerce SKU signals and product intelligence will help power our range of Next Gen media solutions. This is a transformational partnership which will provide new levels of intelligence and allow us to design for differentiation. We’re excited to harness Criteo’s advanced commerce solutions, audiences, AI and expertise."

Chief Revenue Officer and President of Retail Media at Criteo, Brian Gleason, said: "We’re thrilled to partner with dentsu and provide a holistic set of solutions that will propel commerce media momentum for its clients. An industry leading toolset, coupled with a comprehensive strategy, are crucial to maximize success in today’s environment, and our partnership with dentsu is a testament to the value that holistic commerce-driven technology platforms provide."