• by Ray Schultz , February 4, 2022

Two technology companies, Bluecore and Criteo, have formed a partnership that they say will produce an increase in return on ad spend (ROAS). 

Retailers can utilize Bluecore from their Criteo interface, and personalize their communications with shopper-specific contexts that are possible in their owned email and ecommerce channels, Bluecore says. 

The partnership will enhance “retail brands’ digital advertising efforts, where limited applications of first-party data have historically prevented 100% personalized communications,” says Tami Harrigan, vice president of global partnerships at Criteo.

Harrigan adds that "with consumers purchasing online more than ever, brands need new ways to reach, acquire, and, ultimately, retain them if they want to support profitability and growth."

Retailers can use their owned first-party data to predict what shoppers will buy next on major advertising channels.  

“We’ve set out to leverage a channel that is traditionally used for customer acquisition to also support retention and long-term profitability,” said Deniz Ibrahim, vice president of product marketing of Bluecore.

The joint offering is now being used by nearly 20 brands, including Jockey, New York and Company, Lord & Taylor, JTV, Brooks Brothers, Ann Taylor, Mavi, Lane Bryant, Loft and Cabela’s.

Bluecore says it operates across all major digital channels and the five largest suppliers of consumer traffic: email, sms, Facebook, Google and Criteo.