Criteo: Acquisition of the Australian Brandcrush


(CercleFinance.com) – The online advertising group Criteo announced on Tuesday that it had acquired the Australian Brandcrush with a view to accelerating its offer in the ‘retail media’.

With this operation, the company of French origin, which is listed on the Nasdaq, says it wants to constitute an “omnichannel” platform in terms of media planning and activation.

‘Retail media’ refers to the advertisements broadcast by a brand on a retailer’s online sales site or application, in order to influence the customer when making a purchase decision.

This market represents, according to Criteo, a multi-billion dollar source of revenue for retailers.

Brandcrush’s portfolio includes in-store devices such as digital screens and point-of-sale sampling, as well as out-of-store activations such as flyers.

Its online technologies include digital catalogs, emails and social media content.

Criteo points out that this acquisition will also enable it to expand its presence and services in the Asia-Pacific region, a market where retail media is currently experiencing strong growth.

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