Best Buy is expanding its retail media network to run ads on third-party websites as the first official partner of Criteo’s new demand-side platform.
The electronics retailer and Criteo, the ad tech platform, announced today their new relationship, which builds on the retail media partnership they forged last year. Best Buy advertisers will use Criteo’s new demand-side platform (DSP), called Commerce Max, to run programmatic ad campaigns on the web. The ads could be targeted to thousands of potential websites outside of Bestbuy.com. Last year, Best Buy started working with Criteo to run automated, self-serve ad campaigns on its website. Brands that buy ads on Best Buy appear as sponsored results in search and other display ad positions. Best Buy has been developing its retail media offering like so many retailers, including Walmart, Target, CVS, Walgreens, Dick’s Sporting Goods and more.
Criteo has been building out its e-commerce offering as the business opportunity in retail media grows, and as more brands and agencies need to manage their ad buys across multiple partners. Criteo claims 150 retail partnerships. Retail media has become particularly attractive as cookies and other data sources shut down, because retailers have first-party relationships with consumers that enable them to facilitate advertising. Brands are using retailers like Best Buy to target ads based on people’s interest in categories like electronics, and then the brands can measure if the ads led back to a sale online or in-store.