Commerce media platform Criteo has teamed up with Mirakl Ads, a retail media solution, to help retailers to tap into mid-to-long-tail advertisers.
The strategic alliance aims to serve third-party sellers and mid-to-long-tail advertisers who are keen to invest in retail media, but tend to sit outside of the usual sales and media management channels.
“As retail media evolves, retailers are seeking streamlined solutions to grow demand and connect with diverse brand partners,” said Melanie Zimmermann, General Manager of Global Retail Media at Criteo. “Together we enable third-party advertisers to easily launch campaigns, boosting product variety without adding operational complexity to retailers. This integration empowers retailers to monetise their marketplaces more efficiently while enhancing the shopping experience for consumers.”
Mirakl’s ecosystem of brands and third-party sellers will be combined with Criteo’s retail media supply and ad-serving technology to support retailers in unlocking new revenue streams.
The Criteo and Mirakl integration will provide third-party sellers and mid-to-long-tail advertisers with self-service tools and automated campaign management, enabling the advertisers to scale their retail media efforts across multiple marketplace platforms.
“We’re thrilled to offer this integrated capability to retailers who want to unlock the untapped power of mid-long-tail advertisers through automation and self-service,” said Octavie Gosselin, Global Vice President of Mirakl Ads. “We are helping advertisers and sellers to seamlessly participate in all retail programs, and this partnership shows the growing importance of marketplaces in all the commerce ecosystem.”
