Global ecommerce platform Criteo has launched
technology for bringing programmatic buying to retail media.
The company claims that unlike traditional publisher sites, retail platforms demand relevant and timely
ads. Some readers might take exception to that.
The new tool, Auction-Based Display, adds a bidding option alongside fixed pricing.
“Display
advertising is a proven retail media format, but the needs of advertisers and retailers are evolving,” said Melanie Zimmermann, general manager of global retail media at Criteo.
The
goal of Criteo’s new auction-based offering is to create “a flexible, automated solution that’s tailored to the retail environment,” Zimmermann adds.
This
advertiser-driven bidding reflects category dynamics and seasonal demand, Criteo argues. The approach also comes with controls for ad relevancy.
Auction-Based Display
is helping retail brands like Costco and Shipt to bolster their media offerings, Criteo says. They will soon be joined by Albertsons Media Collective.
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