WPP and Criteo Collaborate for the Commercial Venture of CTV, Marking the First Time for Both Companies
In a groundbreaking partnership, WPP Media and Criteo have joined forces to transform the landscape of Connected TV (CTV) advertising. By leveraging AI-powered audience modeling, the duo aims to create highly curated, commerce-driven shopper audiences for CTV advertising.
At the heart of this partnership is the combination of Criteo’s real-time commerce signals, which reflect over $1 trillion in annual e-commerce sales, with WPP Media’s Open Intelligence platform. This collaboration enables advertisers to activate precision-targeted CTV campaigns across premium inventory on platforms like Roku, Samsung, and Scripps via any Demand-side Platform (DSP), linking ad exposure directly to measurable business outcomes such as foot traffic and sales.
Criteo’s Commerce Grid Supply-Side Platform (SSP) provides real-time commerce data signals including shopper intent and purchase behavior from a massive ecommerce ecosystem. WPP Media's Open Intelligence platform uses AI to model and scale these commerce signals, forming high-fidelity audience segments that reflect purchase intent and readiness. These segments, known as "Deal IDs," are activated across premium CTV inventory, enabling advertisers to run performance-driven campaigns targeting qualified shoppers at scale.
This partnership marks a significant shift in the perception of CTV from a traditionally reach-focused channel into a performance and commerce-driven medium. Advertisers can now connect CTV advertising directly with sales lift and store visits, effectively making brand budgets accountable to business outcomes.
Pilot programs on Roku, Samsung, and Scripps networks have demonstrated the success of this approach, showing enhanced precision and measurable impact typically seen in digital advertising, now available on CTV. This collaboration addresses advertiser demand to evolve connected TV into a channel that delivers both scale and shopper intent, fueled by AI-enhanced commerce data integration.
The appetite for full-funnel solutions continues to grow among marketers as they grapple with fragmented media landscapes. By weaving commerce intelligence into CTV, this partnership enhances ad effectiveness and sets a new standard for performance in premium video. This model is poised to expand across more platforms and partnerships, cementing CTV's role as a true revenue-driving channel in the modern media mix.
Samsung Ads has also unveiled a new feature, Mobile Conversion for Gaming, which aims to turn CTV into app installs. The offering from WPP Media and Criteo arrives at a moment when brands demand both scale and specificity, offering a full-funnel solution that enhances ad effectiveness and sets a new standard for performance in premium video.
This shift in how connected TV is valued allows advertisers to hold CTV campaigns accountable to hard metrics such as foot traffic, purchase lift, and revenue. The new approach in connected TV advertising, demonstrated in early trials, allows brands to reach curated shopper audiences on platforms like Roku, Samsung's smart TVs, and Scripps networks with the same granularity as online advertising, without sacrificing the reach and immersion provided by CTV.
- This partnership between Criteo and WPP Media, leveraging technology and business strategies, aims to revolutionize Connected TV (CTV) advertising by linking ad exposure directly to measurable finance outcomes like foot traffic and sales.
- The integration of Criteo’s real-time commerce signals with WPP Media’s Open Intelligence platform seeks to create high-fidelity audience segments in the industry, known as "Deal IDs," activating precision-targeted CTV campaigns on platforms like Roku, Samsung, and Scripps, driving performance in premium video.
