Google has increased its focus on retail media, partnering with commerce media platform Criteo. The collaboration has seen Criteo named as Google’s first onsite retail media partner.
Initially, the integration will be available in limited beta in the Americas via Google Search Ads 360, with plans to eventually expand globally and into other Google Marketing Platform tools.
The first phase of the partnership will enable Criteo’s network of retailers to opt into receiving demand from the Google Search 360 platform. For advertisers, this means being able to create, launch, and optimise campaigns across Criteo’s retailer network within Search Ads 360.
According to Google and Criteo, who are promising unified measurement, the partnership is aimed at empowering a more diverse set of retailers to attract budgets, rather than just the dominant players.
“We’re focused on building a seamless commerce media ecosystem,” said Bill Reardon, General Manager, Enterprise Platform at Google. “With Criteo’s expansive network of retailer partners, we’re helping advertisers connect with customers at a critical moment in their shopping journey: onsite, through sponsored product ads.
“Coupled with our existing suite of offsite solutions in Performance Max and Shopping Ads, our goal is to empower advertisers and agencies with a more complete view of their advertising performance, enabling smarter decisions and more effective campaigns.”
Sherry Smith, President of Retail Media at Criteo, added: “We’re excited to welcome Google as one of our largest retail media partners, bringing scaled brand advertising to retailers on the Criteo platform.
“By connecting more brands to our global retail network and deepening investments from existing ones, we’re helping retailers grow their media programs and maximise the value of their ad inventory while enabling advertisers to reach high-intent shoppers.”
