US commerce media company Criteo (NASDAQ: CRTO) has swooped on Melbourne-based Brandcrush, in a move that will accelerate its exposure to the multibillion-dollar retail media market through the company’s media booking platform for experiential marketing activations.
Brandcrush, founded by Teresa Aprile and Matthew Hurle in 2018, will also help Criteo expand its retail media footprint in the Asia-Pacific region.
Criteo has identified retail media as a ‘multibillion-dollar revenue opportunity for retailers’ as many in the sector rely on ‘antiquated processes’ to manage the packaging, availability, and purchasing of their media inventory.
Aprile, the Brandcrush CEO, co-founded the business to give marketers an easy-to-use platform to find and book spaces to activate their brand and connect with their audience. Her mission was to break through a digitally saturated marketplace to unlock the power of experiential marketing and business collaborations to create greater customer engagement.
While the purchase price has not been disclosed, the deal gives Criteo access to more than 500 brands on the Brandcrush platform which now has a global reach after launching into the US four years ago.
Criteo says the acquisition of Brandcrush will offer the group ‘a holistic omni-channel monetisation solution globally for retailers to manage their entire media inventory across both e-commerce and physical retail while enabling brands and agencies to seamlessly discover and purchase omni-channel media from leading retailers’.
"As marketers continue to invest in retail media, offline is emerging as the new frontier, and brands and agencies must be able to effectively plan, execute, and measure their campaigns in an integrated way," says Sherry Smith, general manager of global enterprise at Criteo.
“Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omni-channel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems."
The Brandcrush platform provides 360-degree media asset management and activation. These range from in-store activations such as digital screens, point-of-sale displays, and sampling to out-of-store activations such as inbox sampling and inserts, and online activations such as digital circulars, email, and social.
“Combined with Criteo's first-class retail media solutions, including sponsored ads, on-site display, and off-site ads, advertisers can now scale their campaigns across the entire omni-channel retail media environment” says Criteo.
Aprile sees the acquisition as an opportunity to scale up the Brandcrush offering globally, with the Criteo commerce media platform used by 22,000 marketers and thousands of media owners.
"By combining forces, we're bringing together our platform with Criteo's best-in-class retail media technology to create the most effective monetisation platform for retailers," she says.
"With Criteo's retail media client footprint of 175-plus retailers and nearly 1,800 brands – unlike any others in the industry – we're also tapping into their unique scale to truly harness the power of omnichannel across the entire advertising ecosystem."
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