Criteo Partners with WPP Media to Enhance Commerce Signals in Connected TV

Criteo SA (CRTO) partnered with WPP Media to enhance commerce signals in Connected TV (CTV), leveraging Criteo's commerce signals and WPP Media's Open Intelligence to reach qualified consumers at scale across premium CTV inventory. The collaboration provides advertisers with measurable outcomes like foot traffic and sales, enhancing accountability of marketing investments.

Criteo SA (CRTO) and WPP Media have announced a strategic partnership aimed at scaling commerce intelligence to Connected TV (CTV) advertising. This collaboration leverages Criteo's real-time commerce signals and WPP Media's Open Intelligence to reach qualified consumers at scale across premium CTV inventory [1]. The partnership offers advertisers a turnkey solution, allowing them to connect ad exposure to measurable outcomes like foot traffic and sales.

Criteo, a digital advertising company with a market cap of $1.2 billion, maintains strong financial health with a perfect Piotroski Score of 9, indicating robust operational efficiency [2]. The company's commerce signals originate from retail partners spanning over $1 trillion in annual e-commerce sales. This partnership combines Criteo’s real-time commerce signals with WPP Media’s Open Intelligence, enabling advertisers to create curated audiences that can be activated through any demand-side platform (DSP).

The collaboration is piloted with Roku, Samsung, and Scripps, allowing advertisers to use Deal IDs powered by Criteo’s Commerce Grid Supply-side Platform to implement commerce-first CTV strategies. According to Sandy Welsch, Executive Director Global Commerce Partnerships & Tech Enablement at WPP Media, "By combining the strength of Criteo’s commerce signals with Open Intelligence, we’re accelerating the assimilation of the two—unlocking full-funnel, performance-driven strategies in CTV" [2].

The partnership addresses advertisers’ growing need to make marketing investments accountable to business outcomes, particularly in channels like CTV. Criteo’s stock has faced recent pressure, but the company maintains strong fundamentals with more cash than debt on its balance sheet and robust free cash flow yields [2]. Despite challenges in key sectors like retail department stores, fashion, and beauty, Criteo’s second-quarter adjusted EBITDA is expected to align with expectations [2].

This strategic move follows several recent developments for Criteo, including the appointment of Wilfried Schobeiri as Senior Vice President, Head of Product, Performance Media, and partnerships with Mirakl Ads and dentsu to enhance its performance media offerings and retail media capabilities [2]. The partnership with WPP Media further strengthens Criteo's position in the digital advertising landscape.

References:
[1] https://www.marketscreener.com/news/criteo-announces-new-partnership-with-wpp-media-to-scale-commerce-signals-to-connected-tv-ce7c5fd9d089f622
[2] https://www.investing.com/news/company-news/wpp-media-and-criteo-partner-to-bring-commerce-signals-to-ctv-93CH-4157221