Retail media solutions provider Mirakl Ads is partnering with Criteo to help third-party sellers and mid to long-tail advertisers tap into retail media, especially on marketplaces. According to data from SmartScout, these sellers spend 127% more than first-party brands on Amazon — highlighting a major opportunity for other retailers to tap into the high-value marketplace opportunity.
The strategic alliance is aimed at servicing this increasingly valuable but hard-to-reach segment of retail media, which today largely sits outside the usual sales and media management channels. By combining Mirakl’s extensive ecosystem of brands and third-party sellers with Criteo’s retail media supply and ad-serving technology, this collaboration empowers retailers to unlock new revenue streams at scale through AI-automated and efficient campaign execution.
Mid-to-long-tail advertisers and third-party sellers consist of thousands of smaller brands and marketplace vendors who, while modest in scale individually, collectively represent a significant portion of advertising investment.
The Criteo and Mirakl integration supports these advertisers with self-service tools and automated campaign management to efficiently scale their retail media efforts across multiple marketplace platforms.
Melanie Zimmermann, General Manager of Global Retail Media at Criteo, says: “As retail media evolves, retailers are seeking streamlined solutions to grow demand and connect with diverse brand partners. Together we enable third-party advertisers to easily launch campaigns, boosting product variety without adding operational complexity to retailers. This integration empowers retailers to monetise their marketplaces more efficiently while enhancing the shopping experience for consumers.”
Octavie Gosselin, Global Vice President of Mirakl Ads, adds: “We’re thrilled to offer this integrated capability to retailers who want to unlock the untapped power of mid-long-tail advertisers through automation and self-service. We are helping advertisers and sellers to seamlessly participate in all retail programs, and this partnership shows the growing importance of marketplaces in all the commerce ecosystem.”
