Criteo and WPP Media Team Up to Revolutionize CTV Advertising with Commerce Signals

Criteo and WPP Media have partnered to enhance Connected TV advertising by leveraging commerce signals from 17,000 e-commerce sites and $1 trillion in annual sales. The collaboration aims to transform CTV into a performance-driven channel, allowing brands to link ad exposure to tangible results like foot traffic and sales. Criteo is poised to capture a larger share of growing CTV advertising budgets, bridging the gap between brand advertising and performance marketing.

Criteo and WPP Media have announced a strategic partnership to enhance Connected TV (CTV) advertising by leveraging commerce signals from 17,000 e-commerce sites and $1 trillion in annual sales. This collaboration aims to transform CTV into a performance-driven channel, allowing brands to link ad exposure to tangible results like foot traffic and sales [1].

The partnership combines Criteo's commerce signals, drawn from over 17,000 e-commerce sites and 200 global retailers, with WPP Media's Open Intelligence platform. This integration enables advertisers to reach qualified consumers across premium CTV inventory through curated Deal IDs, which can be activated in any Demand-side Platform (DSP) [2].

The collaboration addresses a critical pain point in the industry: the difficulty of bringing commerce-level targeting and measurement to television-like environments. By enabling advertisers to activate commerce-first CTV strategies across any DSP through curated Deal IDs, Criteo is expanding its addressable market while providing a valuable solution to advertisers seeking more accountability from their CTV investments [3].

This partnership positions Criteo to capture a larger share of CTV advertising budgets, which continue to grow as viewers shift from traditional TV. The inclusion of premium supply partners like Roku, Samsung, and Scripps adds significant scale and credibility to this offering [4].

From a business perspective, this represents Criteo's continued evolution beyond its retargeting roots into a full-funnel commerce media platform. By leveraging their Commerce Grid SSP for this initiative, they're creating additional monetization opportunities for their technology stack while helping brands connect upper-funnel branding activities to measurable outcomes like foot traffic and sales [4].

The WPP-Criteo partnership demonstrates a sophisticated application of commerce data intelligence that addresses a fundamental limitation in CTV advertising. Traditional CTV targeting has relied primarily on demographic and contextual signals, lacking the precision of commerce intent data that drives performance in other channels [4].

The technical architecture of this solution is also notable. By leveraging Criteo's Commerce Grid SSP to deliver curated Deal IDs, the partners have created a DSP-agnostic implementation that fits into existing agency workflows. This removes a significant barrier to adoption by allowing brands to access these enhanced audiences through their preferred buying platforms [4].

From a measurement perspective, connecting CTV ad exposure to business outcomes like sales and foot traffic represents a meaningful advancement in cross-channel attribution. This creates a more compelling value proposition for commerce-focused advertisers who have historically been hesitant to invest in upper-funnel channels due to measurement challenges [4].

References:

[1] https://www.marketingdive.com/news/wpp-media-criteo-partner-more-performance-ctv-advertising/756131/
[2] https://www.marketscreener.com/news/criteo-announces-new-partnership-with-wpp-media-to-scale-commerce-signals-to-connected-tv-ce7c5fd9d089f622
[3] https://www.emarketer.com/content/wpp-media-criteo-partner-spearhead-ctv-s-evolution
[4] https://www.stocktitan.net/news/CRTO/wpp-media-and-criteo-launch-first-of-its-kind-activation-using-open-i94klvr2fo6h.html