• by Laurie Sullivan  @lauriesullivan, March 14, 2023

The commerce media company Criteo on Tuesday announced a three-year retail media advertising agreement to become the exclusive partner for brands advertising across ASOS, a global online fashion destination.

Criteo’s retail media technologies will integrate with ASOS Sponsored Ads and Display Ads. The retail sites' first-party data will support the ad targeting.

The initial deployment will take place across the U.S., U.K., France, and Germany before expanding to all global territories that ASOS operates in.

Retail media will be a $45 billion market in 2023, and will continue to grow by about $10 billion in 2024, according to Insider Intelligence’s latest forecast.

The analyst firm expects U.S. onsite search ad spend to reach nearly $30 billion this year, accounting for more than 27% of total search ad spend.

Sponsored Ads -- which is new from ASOS.com -- enables intent-based targeting in search results and product listing pages. Ads will be placed within a curated edit of 70,000 products, sourced from nearly 900 global and local third-party brands as well as its mix of fashion-led in-house labels, including ASOS Design, ASOS Edition, ASOS 4505, Topshop/Topman and Collusion.

On-site Display Ads -- a pre-existing format -- combine branding and product information to increase brand awareness at the point of sale. Display Ads through Criteo will help connect new custom audiences with relevant brand messages on ASOS.com and app.

Off-site Ads through Criteo expands ad targeting across thousands of premium publisher sites and connected TV (CTV) to enable more commerce experiences for buyers.

The partnership also offers advertisers improved targeting and measurement to drive greater performance and commerce, including sales on ASOS.com. Criteo will also support AMG's sales efforts to brands and agencies in key markets.

Cristeo’s push to support retailers follows an acquisition announced earlier this month. The acquisition of Brandcrush, an Australia-based company, will enable buying and selling of omnichannel retail media, including offline media channels, such as in-store point of sale displays.

“We didn’t have access to the in-store services, which is what Brandcrush now provides,” says Sherry Smith, executive managing director, global retail media at Criteo.

Criteo's client footprint and capabilities in the Asia-Pacific retail media market have been expanded with the acquisition.

This acquisition allows retailers to manage their entire media inventory across ecommerce and physical retail and enables brands and agencies it works with to discover and purchase omnichannel media from leading retailers.

Brandcrush co-founders Teresa Aprile and Matt Hurle will join Criteo, along with the company's 20 employees. Its clients include Hello Fresh, Blooms and The Chemist.