Two announcements reset expectations for Retail Media inventory access:
These deals are part of a flurry of changes in Retail Media that are happening that help push Retail Media deeper into planning and booking systems where brands already buy television advertising, search and display.
The announcement mark two milestones:
- Google- to date – do not have a story around Retail Media that is coherent.
- Netflix have agreed to piggyback on an existing player who is also a competitor through Amazon Prime – perhaps acknowledging how the latter really has a lock on access to marketing budgets.
Why it matters
Audience reach is fragmenting on linear TV as CTV ad grows. CTV has one key differentiator that finance teams like – proof that an ad exposure is linked to a sale outcome.
Working with Netflix means that Amazon gains premium supply and the chance to apply purchasing signals to the Netlfix audiences.
Media buyers get:
- One platform to plan and buy across Amazon and Netflix inventory.
- Scale and efficiency: Amazon’s first-party data + Netflix’s global engaged audience.
- Easier cross-screen storytelling having to make estimates and guesses.
Media buyers can plan Prime Video and Netflix from one DSP, and assess if campaigns on Netflix correlate with SKU lift on Amazon. Demonstrated sales impact inside Netflix would pull money from broad reach, linear TV campaigns to commerce out linked CTV.
It’s a real sign of where Retail Media and media in general is heading: consolidation of ad inventory + automation, with added AI optimisation. The lines between retail media, streaming, and performance marketing are blurring faster than ever – and, in many cases, no human hands need to touch them!
For Criteo the partnership with Google becomes the first onsite retail media partner inside SA360. Through this first phase of the partnership, Criteo’s global network of over 200 retailers can receive demand from the Google Search Ads 360 platform.
For advertisers, the integration offers a combination of scale, efficiency, and transparency with the flexibility to create, launch, and optimise campaigns across Criteo’s scaled retailer network within Search Ads 360. In theory, Criteo and Google can provide unified measurement for retailers, giving brands a clear view into how their advertising drives results.
There are real trade-offs. Google controls the UI, the relationship, and the billing flow. Brands need guideline to prevent internal bidding conflicts when separate teams activate through SA360 and through Criteo directly. Agencies will need to consolidate ownership of search and retail media to avoid paying twice for the same shopper.
What is the common thread with these announcements?
Both moves from Criteo and Netflix change the nature of media buying in ways that would not have been anticipated a few years ago.
Retail Media is at the centre of these announcements – Google is bringing Retail Media search into the console that is worked on everyday by millions. Netflix is tapping into Amazon who already know how to maps advertising to sales.
Retail Media is being absorbed into mainstream workflows which will automatically increase distribution, scale and credibility of retail media. Throw in automation and AI, then we have moved a long way from the conversation about how Retail Media is just search ads and all the conversation is about CAC, CPMs and incrementality.
What to watch out for
Two tests will decide whether these press releases turn into results.
First, whether Amazon can show reliable sales impact from Netflix exposure.
Second, whether SA360 can present retail media outcomes alongside search with clear attribution that brand and media teams accept.
If they pass these two tests and budgets start to migrate from other channels, then we are for a flirry of announcements from other RMNs and vendors as they aim to move away reliance on their own channels for growth.
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ANALYSIS Retail media moves into streaming and search
Colin Lewis
Two announcements reset expectations for Retail Media inventory access:
These deals are part of a flurry of changes in Retail Media that are happening that help push Retail Media deeper into planning and booking systems where brands already buy television advertising, search and display.
The announcement mark two milestones:
Why it matters
Audience reach is fragmenting on linear TV as CTV ad grows. CTV has one key differentiator that finance teams like – proof that an ad exposure is linked to a sale outcome.
Working with Netflix means that Amazon gains premium supply and the chance to apply purchasing signals to the Netlfix audiences.
Media buyers get:
Media buyers can plan Prime Video and Netflix from one DSP, and assess if campaigns on Netflix correlate with SKU lift on Amazon. Demonstrated sales impact inside Netflix would pull money from broad reach, linear TV campaigns to commerce out linked CTV.
It’s a real sign of where Retail Media and media in general is heading: consolidation of ad inventory + automation, with added AI optimisation. The lines between retail media, streaming, and performance marketing are blurring faster than ever – and, in many cases, no human hands need to touch them!
For Criteo the partnership with Google becomes the first onsite retail media partner inside SA360. Through this first phase of the partnership, Criteo’s global network of over 200 retailers can receive demand from the Google Search Ads 360 platform.
For advertisers, the integration offers a combination of scale, efficiency, and transparency with the flexibility to create, launch, and optimise campaigns across Criteo’s scaled retailer network within Search Ads 360. In theory, Criteo and Google can provide unified measurement for retailers, giving brands a clear view into how their advertising drives results.
There are real trade-offs. Google controls the UI, the relationship, and the billing flow. Brands need guideline to prevent internal bidding conflicts when separate teams activate through SA360 and through Criteo directly. Agencies will need to consolidate ownership of search and retail media to avoid paying twice for the same shopper.
What is the common thread with these announcements?
Both moves from Criteo and Netflix change the nature of media buying in ways that would not have been anticipated a few years ago.
Retail Media is at the centre of these announcements – Google is bringing Retail Media search into the console that is worked on everyday by millions. Netflix is tapping into Amazon who already know how to maps advertising to sales.
Retail Media is being absorbed into mainstream workflows which will automatically increase distribution, scale and credibility of retail media. Throw in automation and AI, then we have moved a long way from the conversation about how Retail Media is just search ads and all the conversation is about CAC, CPMs and incrementality.
What to watch out for
Two tests will decide whether these press releases turn into results.
First, whether Amazon can show reliable sales impact from Netflix exposure.
Second, whether SA360 can present retail media outcomes alongside search with clear attribution that brand and media teams accept.
If they pass these two tests and budgets start to migrate from other channels, then we are for a flirry of announcements from other RMNs and vendors as they aim to move away reliance on their own channels for growth.
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