Criteo has acquired Australia-based Brandcrush, a platform that enables the buying and selling of omnichannel retail media, including offline media channels.
Criteo said the acquisition will allow it to provide an omnichannel monetization solution for retailers to manage their media inventory across both e-commerce and physical retail while also expanding the company’s client footprint and capabilities in the Asia-Pacific.
“As marketers continue to invest in retail media, offline is emerging as the new frontier – and brands and agencies must be able to effectively plan, execute, and measure their campaigns in an integrated way,” said Sherry Smith, General Manager of Global Enterprise at Criteo.
“Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems.”
Teresa Aprile, Co-Founder and CEO at Brandcrush, added: “By combining forces, we’re bringing together our platform with Criteo’s best-in-class retail media technology to create the most effective monetization platform for retailers.”
“With Criteo’s retail media client footprint of 175+ retailers and nearly 1,800 brands – unlike any others in the industry – we’re also tapping into their unique scale to truly harness the power of omnichannel across the entire advertising ecosystem.”
