WPP Media and Criteo partner to power performance-driven CTV advertising

WPP Media and Criteo have announced a strategic collaboration aimed at elevating commerce-driven advertising on CTV. The partnership integrates Criteo’s commerce signals with WPP Media’s AI-powered Open Intelligence platform, giving advertisers new tools to deliver measurable outcomes such as foot traffic and sales through premium CTV inventory.

The collaboration introduces curated Deal IDs—powered by Criteo’s Commerce Grid SSP and enhanced by WPP Media’s predictive audience modeling—which can be activated through any demand-side platform (DSP). With this unified solution, advertisers gain access to high-intent shopper audiences based on real-time data from over 17,000 e-commerce sites, 200 global retail partners, and thousands of web publishers, covering more than $1 trillion in annual online sales.

The offering was piloted with CTV leaders like Roku, Samsung, and Scripps, demonstrating the effectiveness of combining premium video supply with commerce-based targeting. According to Roku’s Lindsay Pullins, the partnership underscores the growing potential of CTV to drive full-funnel outcomes for brands seeking both broad reach and performance.

As consumer expectations evolve and brand budgets face increasing scrutiny, advertisers are pushing for more accountable investment strategies. This collaboration aims to bridge the gap between brand awareness and performance marketing by layering commerce intelligence onto traditionally upper-funnel channels like television.

WPP Media’s Open Intelligence platform, launched earlier this year, allows marketers to build customized AI models based on geographic, behavioral, and commercial data. When integrated with Criteo’s granular commerce insights, this creates a powerful framework for delivering precision advertising at scale.

Sandy Welsch, Executive Director of Global Commerce Partnerships at WPP Media, highlighted the growing convergence of brand and performance metrics: “Traditional goals like reach and frequency are now being paired with outcomes like conversions and revenue. This partnership helps advertisers adapt their strategies to that shift.”

Joseph Meehan, General Manager of Global Commerce Supply at Criteo, added that the new solution gives brands the ability to treat CTV with the same performance expectations they’ve come to expect from digital media.