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GroupM and Criteo collaborate to drive commerce media innovation in APAC

First in APAC partnership to unify product sales data with proximity-based insights and enable omnichannel commerce through in-store and retail media integration

Criteo and GroupM announced the first partnership in Asia Pacific (APAC) to strengthen  omnichannel commerce media capabilities for GroupM clients in the region. 

The partnership brings together product sales data and the proprietary media solutions of GroupM, with  privacy-safe commerce audiences and proximity-based insights provided by Criteo.

Criteo's insights  technology will further enhance media planning, budget allocation and best-in-class activation, enabling  new levels of relevance, optimisation and conversion for GroupM clients across all channels. 

Anita Munro, Chief Investment Officer, GroupM APAC, said, "The innovation in commerce that will be made possible through this collaboration with Criteo is a  significant and hugely exciting development for advertisers in APAC, and for our industry as a whole. Combining Criteo’s commerce media capabilities  with our own not only strengthens our commerce offering in the region, but also allows us to set a new  standard for what’s possible in advertising by bringing products, media, clients and consumers closer than  ever before.”

The partnership between Criteo and GroupM will also expand access for GroupM’s clients to Criteo’s holistic omnichannel monetisation solution.

The solution allows retailers to manage their entire media  inventory across both e-commerce and physical retail while enabling brands and agencies to seamlessly discover and purchase omnichannel media from leading retailers.

Tools available to GroupM clients  include 360° media asset activation, ranging from in-store activations such as point-of-sale displays, to out-of-store activations like inbox sampling, and online activations such as email and social. 

Taranjeet Singh, Managing Director, Enterprise, APAC, Criteo, said, "Together with GroupM, we are honored to usher in the next era of omnichannel marketing in the region. This partnership represents a union  of industry leadership, and we are optimistic that it will drive greater integration across omnichannel  campaigns and elevate success for brands and advertisers.”

As commerce media continues to accelerate, Criteo and GroupM plan to evolve the partnership by looking  at strategic opportunities across media-buying capabilities and insights to drive predictive decision-making. Further collaborative efforts to develop best practices in the area aim to unlock many exciting possibilities.

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