Criteo launches DSP to scale retailer audiences on open web

In brief

Commerce media company Criteo has launched a self-service demand-side platform that enables advertisers to reach audiences on retailer websites and offsite with programmatic inventory.

Called Commerce Max, the tool has been developed with major US retailer Best Buy and WPP’s GroupM, the world’s largest media-buying network.

Criteo said the tool’s predictive AI capability “identifies the best path to conversion, removing guesswork and leading to better advertising outcomes with buying precisions”.

The company’s acquisition of IPONWEB has accelerated the development of Commerce Max. After completing an ‘alpha’ test phase earlier this year, the tool is now in limited availability with plans to be rolled out to select key markets in 2023.