- Criteo (CRTO, Financial) introduces Auction-Based Display technology, enhancing programmatic advertising with auction-based options alongside fixed pricing.
- Retail giants Costco and Shipt are implementing the new solution, with Albertsons Media Collective set to follow.
- The unified platform streamlines management of Sponsored Products, Display, and Video campaigns, improving ad efficiency.
Criteo (CRTO) has unveiled its Auction-Based Display technology, a significant advancement for retail media environments. This new programmatic advertising solution introduces biddable trading options alongside traditional fixed pricing, providing dynamic pricing capabilities based on real-time market demands.
Major retailers such as Costco and Shipt have already adopted this innovative solution, with Albertsons Media Collective expected to join soon. The technology empowers advertisers to manage Sponsored Products, Display, and Video campaigns from a single platform, aiding retailers in maximizing yield on premium ad placements.
The key features of this technology include streamlined workflows, advanced ad relevancy controls, and the ability to tap into national media budgets. This represents a crucial shift in retail media advertising, offering retailers and brands more efficient methods to monetize and optimize their advertising investments.
Criteo's Auction-Based Display technology provides a dual monetization pathway for retail partners, allowing them to balance premium pricing for guaranteed placements with incremental revenue from auction-based inventory. This hybrid model helps maximize yield during high-demand periods and maintain inventory sell-through during slower times.
For advertisers, the auction model introduces dynamic pricing efficiency that reflects real-time market conditions and seasonal demand fluctuations. This flexibility positions Criteo to capture a larger portion of national media budgets by meeting the growing demands for programmatic buying capabilities in retail media.
