Criteo and dentsu form global commerce media partnership

Criteo and dentsu have entered a global partnership that will see dentsu integrate Criteo’s full Commerce Media Platform stack into its client offering, aiming to enhance commerce and performance media campaigns across the network.

Announced on 13 June 2025, the deal marks the first instance of a major holding company deploying the entire Criteo technology suite. The agreement provides dentsu with access to AI-powered audience data, media buying tools, and measurement capabilities, with the goal of driving improved commerce outcomes for brands and retailers in its portfolio.

Criteo’s retail and publisher network is also expected to benefit from increased brand investment through dentsu-managed campaigns, expanding monetisation opportunities on owned and operated media.

Clive Record, President of Partnerships and Solutions at dentsu, described the collaboration as "transformational," noting that the integration of Criteo’s commerce SKU signals and product intelligence would help the agency “design for differentiation” in the evolving media landscape.

Clive Record

From Criteo’s side, Brian Gleason, Chief Revenue Officer and President of Retail Media, said the partnership demonstrates the value of holistic, commerce-driven platforms: "An industry-leading toolset, coupled with a comprehensive strategy, are crucial to maximise success in today’s environment."

Brian Gleason

The partnership will combine audience assets from both organisations, dentsu.Audiences and Criteo’s Commerce Audiences, which draws on the world’s largest open commerce dataset. These combined capabilities will be available through Criteo’s demand platforms.

Dentsu will use two key Criteo solutions:

• Commerce Max, a Retail Media DSP that enables SKU-level planning and execution across over 200 global retailers, offering unified campaign activation and closed-loop measurement.

• Commerce Growth, a performance buying platform focused on evolving consumer journeys and customer acquisition.

With an emphasis on interoperability, measurement, and AI-enriched insights, the Criteo-dentsu partnership aims to meet rising demand for performance and commerce media at scale across global markets.

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