• by Ray Schultz , March 7, 2023

Global tech company Criteo has acquired Brandcrush, an Australian company that facilitates the buying and selling of online and offline retail media.

The purchase expands Criteo’s footprint in the Asia-Pacific retail media market, while adding a monetization tool that covers ecommerce and physical retail. Terms were not disclosed. 

Many firms rely on antiquated processes such as emails and spreadsheets to manage the packaging and purchasing of their media inventory, Criteo says, while others adapt their legacy CRM systems.

According to Criteo, the Brandcrush platform provides media asset management and activation across: 

• Online activations, including email, digital circulars, and social.
• In-store activations such as digital screens, point-of-sale displays, and sampling. 
• Out-of-store activations like inbox sampling and inserts. 

Criteo provides retail media solutions, including sponsored ads, on-site display, and off-site ads.

"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," says Sherry Smith, General Manager of Global Enterprise at Criteo. 

Smith adds that Brandcrush “directly addresses the current market need for consolidated offline and online advertising management.”