• by Joe Mandese , Yesterday

WPP Media (formerly GroupM) this morning issued a press release it says shares details about a previously announced deal with ad-technology supplier Criteo, calling it a "first-of-its-kind activation" that will create "more value for advertisers."

WPP Media described the deal as the "first major application" of its "Open Intelligence" data platform to CTV and disclosed that it is being piloted with three CTV advertising suppliers -- Roku, Samsung and Scripps -- and said it fuses "premium supply with real-time commerce signals" powered by Criteo.

Other than that, the announcement provided no material details, but was full of canned "on-the-record" quotes from executives and platitudes such as: "This collaboration makes it easy for advertisers to reach commerce-qualified audiences in premium CTV environments and measure impact based on real world outcomes like foot traffic and sales."

To date, Criteo has announced similar partnerships with Dentsu (earlier this year) and an expansion of a pre-existing partnership with Omnicom (2023), and has been a long-time partner of Omnicom's Flywheel unit.