Criteo acquires Brandcrush to accelerate offline retail media solutions

(Boursier.com) — Criteo the media commerce specialist, today announces the acquisition of Brandcrush, an Australia-based company whose platform enables the buying and selling of retail media, including offline media.
Thanks to this acquisition, Criteo offers retailers a global omnichannel monetization solution, allowing them to manage their entire media inventory, both in e-commerce and in-store. At the same time, it allows brands and agencies to easily discover and buy media space from leading retailers.
In addition, this acquisition allows Criteo to expand its presence and services in the Asia-Pacific region – a fast-growing market in the retail media segment – and thus strengthens Criteo’s global leadership in this area.

Retail media is a multi-billion dollar revenue stream for retailers. However, many of them still rely on outdated tools such as email and spreadsheets to manage the supply packaging, availability and sale of their inventory. They may also find themselves having to adapt their existing CRM systems to meet the needs of their retail media activities.
Leveraging Brandcrush, retailers can enable a purpose-built solution for managing retail media purchase orders, inventory, and vendors across all channels. In addition, retailers can offer a self-service offer that allows them to find and reserve advertising options at their points of sale, and can thus generate incremental revenues without increasing their fixed costs.

“As marketers continue to invest in retail media, offline is emerging as a new challenge. Brands and agencies need to be able to plan, execute and measure their campaigns in an effective and integrated way. “, explains Sherry Smith, General Manager of Global Enterprise at Criteo. “Brandcrush directly addresses the current market need for consolidated online and offline advertising management. By combining the strength of our solutions, we are making omnichannel retail media strategies a tangible reality, and enabling retailers to manage the entire their retail media ecosystems”.