Commerce media company, Criteo has acquired Australian-based company that enables the buying and selling of omnichannel retail media, Brandcrush.

With this acquisition, Criteo will provide a holistic omnichannel monetisation solution for retailers to manage their entire media inventory across both ecommerce and physical retail while enabling brands and agencies to discover and purchase omnichannel media from leading retailers.

In addition, the acquisition expands Criteo’s client footprint and capabilities in the growing Asia Pacific retail media market.

Many retailers either rely on antiquated processes such as emails and spreadsheets to manage the packaging, availability, and purchasing of their media inventory or are forced to adapt their legacy Customer Relationship Management (CRM) systems.

With Brandcrush, retailers can leverage a purpose-built solution for retail media orders, inventory, and supplier management across all media channels. By enabling the self-service discovery and booking of shopper media, retailers can drive incremental revenue without increasing overhead costs.  

Criteo general manager of global enterprise, Sherry Smith said, “As marketers continue to invest in retail media, offline is emerging as the new frontier – and brands and agencies must be able to effectively plan, execute, and measure their campaigns in an integrated way.

“Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems.” 

The Brandcrush platform provides 360-degree media asset management and activation, ranging from in-store activations such as digital screens, point-of-sale displays, and sampling to out-of-store activations like inbox sampling and inserts, and online activations such as digital circulars, email, and social. Combined with Criteo’s first-class retail media solutions, including sponsored ads, on-site display, and off-site ads, advertisers can now scale campaigns across the omnichannel retail media environment. 

Brandcrush CEO and c-founder, Teresa Aprile added, “By combining forces, we’re bringing together our platform with Criteo’s best-in-class retail media technology to create the most effective monetisation platform for retailers.

“With Criteo’s retail media client footprint of over 175 retailers and nearly 1,800 brands – unlike any others in the industry – we’re also tapping into their unique scale to truly harness the power of omnichannel across the entire advertising ecosystem.”