Jordan Bevan
Dentsu and Criteo have formalized an expanded global partnership aimed at consolidating retail media and commerce data infrastructure. Under the agreement, Dentsu will integrate Criteo’s full commerce media platform and audience data into its global media operations and data systems.
The partnership includes native integration of Criteo’s commerce audience data into Dentsu Connect, the holding company’s proprietary data and identity platform. This integration gives Dentsu access to data including inventory, pricing, and SKU-level performance across retailers. Criteo’s data can now be used in campaign planning and targeting across Dentsu clients, even those not directly working with Criteo.
Dentsu will use Criteo’s commerce technology stack in four core areas: Commerce Max, a retail media demand-side platform; Commerce Growth, a performance media buying platform; Commerce Grid, a supply-side platform for access to publisher inventory; and Commerce Yield, a monetization solution for retailers.
This arrangement also enables Criteo’s retail partners to access demand from Dentsu’s client base, while Dentsu clients gain tools for more consolidated campaign management and reporting.
The companies have worked together previously, but this agreement represents a broader operational integration. For Dentsu, this move follows its recent announcement of a partnership with MiQ, as the agency restructures its media supply strategy to work with a smaller group of external platforms.
Criteo’s role as a non-walled-garden, third-party provider was cited by Dentsu representatives as a factor in the decision, along with Criteo’s data-sharing agreements with both brands and retailers. Criteo does not own media assets, which differs from vertically integrated platforms such as Amazon or Google.
The financial terms of the agreement were not disclosed. It also remains unclear how Criteo will be compensated when its data is used indirectly or white-labeled through Dentsu’s platforms.
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