Criteo tackles retail media siloes with API Partnership expansion in EMEA


Criteo tackles retail media siloes with API Partnership expansion in EMEA

Criteo has announced the expansion of its successful API programme to EMEA. Launching in the UK, France, Germany, Spain and the Netherlands, the API Partnership will give brands and agencies the choice to manage retail media campaigns via their preferred third-party platform.

Asda is among the leading names Criteo will work with across EMEA. Through the API Partnership, advertisers will now be able to centralise investments with these retailers, increase return on ad spend and save time on campaign management by automating certain campaign optimisation processes. Launched one year ago in the United States, budget transiting via API platforms now represents more than 40 per cent of all investments from advertisers in the market.

Global partners now able to access inventory from Criteo Retail Media partners in EMEA include CommerceIQ, Flywheel, Intentwise, Marin Software, Pacvue, Perpetua, Skaï, Tinuiti and Tradeswell.

According to a recent Forrester report commissioned by Criteo, media buying still takes place across a multitude of different technology platforms – over half of marketers globally (55 per cent) currently use six or more platforms to buy media. As the retail media market continues to grow and offer new, lucrative opportunities, training on only one platform to manage campaigns instead of multiple will lend significant time savings.

Jessica Doulton, eCommerce director at Omnicom Media Group said: “Accessing Criteo’s inventory through API platforms is an exciting advancement within the eRetail space. According to Forrester, 81 per cent of marketers and retailers say implementing a single platform to manage all commerce media spend and performance in the next 12 months is an investment priority. As margins tighten, streamlining will be critical in allowing our brands to scale their learnings and continue to grow.

“With API partners, we hope to unlock deeper insights, as well as automating time-intensive tasks like reporting. This will in turn allow our team to dedicate more time to developing best in class strategies and optimising campaigns.”

Alex Crowe, head of media partnerships at Asda, said: By joining the Criteo API Partner Program, we want to accelerate the deployment of our Retail Media offer by fully aligning with the new needs of brands, advertisers and agencies by allowing them to use the tools they want to manage their investments, but also by being connected to all sources of demand.”

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