• by Fern Siegel , Yesterday

Dentsu has expanded its partnership with Criteo to enhance commerce and performance media campaigns for the ad agency's clients.

While the alliance gives Dentsu's brands and retailers AI-enhanced tools and measurement capabilities, it has a new dimension: Dentsu can use Criteo data for targeted brand campaigns that aren't the programmatic vendor's clients.

The companies are consolidating their retail audience data within Dentsu Connect, the agency holding company's data and identity product.

"We want our clients to grow in the algorithmic era, and the integration of Criteo's commerce SKU signals and product intelligence will help power our range of Next Gen media solutions," said Clive Record, president, partnerships and solutions of Dentsu. "This is a transformational partnership which will provide new levels of intelligence and allow us to design for differentiation."

The companies are combining Dentsu's global data and identity solution with Criteo's Commerce Audiences that's built from an open commerce dataset. Dentsu clients will also gain access to Criteo's consultancy services, allowing retailers to build and scale their own media networks.

"Our partnership with Dentsu is a testament to the value that holistic commerce-driven technology platforms provide," said Brian Gleason, CRO-president of retail media at Criteo.

Dentsu has a similar deal with MiQ to employ its AI-powered ad platform.