Ecommerce ecosystem platform Criteo is bringing the flexibility of programmatic into retail media with the launch at Cannes Lions of its new Auction-Based Display technology. Paired with Criteo’s full suite of ad formats, the technology empowers brands to inspire product discovery and buy retail media in a way that best suits their needs, says the company.
Criteo’s Auction-Based Display technology is purpose-built for the unique dynamics of retail environments, helping leading players like Costco, Shipt and soon to come Albertsons Media Collective bolster their media offerings with biddable trading optionality, flexible pricing, streamlined and efficient workflows and advanced controls for ad relevancy.
By complementing existing reservation-based deals with auction-based buy types, retailers and marketplaces can also unlock new monetisation opportunities and access national media budgets.
Unlike traditional publisher sites, retail platforms demand highly relevant and timely ads. Criteo’s Auction-Based Display technology adds a new buying option alongside fixed pricing, allowing advertiser-driven bidding that better reflects real-time category dynamics and seasonal demand. Combined with advanced controls for ad relevancy, this approach helps retailers maximise yield on high-demand placements while staying competitive across the ecosystem.
Advertisers also benefit from standardised campaign execution and measurement across Sponsored Products, Display and Video – all within a single platform – making it easier to optimise multi-retailer campaigns at scale.
“Display advertising is a proven retail media format, but the needs of advertisers and retailers are evolving,” says Melanie Zimmermann, General Manager of Global Retail Media at Criteo. “Our new auction-based offering is modernising display technology—creating a flexible, automated solution that’s tailored to the retail environment.”
Criteo’s Auction-Based Display technology is now available to retailers globally.
