WPP Media and Criteo Launch First-of-Its-Kind Activation using Open Intelligence to Scale Commerce Signals in CTV

Piloted with Roku, Samsung, and Scripps, the bespoke collaboration leverages Criteo commerce signals and WPP Media’s Open Intelligence to allow advertisers to enhance both reach and effectiveness

Today, we're announcing a new partnership with Criteo (Nasdaq: CRTO), the global platform connecting the commerce ecosystem, to scale commerce intelligence to Connected TV (CTV). By combining our scaled relationships with premium supply partners, Open Intelligence, and Criteo’s real-time commerce signals, advertisers are now able to reach qualified consumers at scale across premium CTV inventory.

Turning Brand Budgets into Business Outcomes in any DSP

As brands increasingly aim to hold all marketing investments accountable to business outcomes, advertisers need smarter ways to connect with audiences across channels like CTV. This collaboration offers a turnkey solution: curated audiences based on high-fidelity commerce signals enhanced and scaled by Open Intelligence—activated in any Demand-side Platform (DSP).

Powered by Criteo’s Commerce Grid Supply-side Platform (SSP), curated Deal IDs enable advertisers to seamlessly activate commerce-first CTV strategies across the DSP of their choice, connecting ad exposure to measurable outcomes like foot traffic and sales.

“There is a confluence occurring where traditional brand ambitions of reach and frequency are being met with the fast-emerging metrics of performant commerce media.  By combining the strength of Criteo’s commerce signals with Open Intelligence, we’re accelerating the assimilation of the two—unlocking full-funnel, performance-driven strategies in CTV,” said Sandy Welsch, Executive Director Global Commerce Partnerships & Tech Enablement at WPP Media.

Bringing Commerce and Premium Supply Together

Criteo’s real-time commerce signals originate from 17,000 e-commerce sites, 200 global retail partners, and thousands of open web publishers, spanning over $1 trillion in annual ecommerce sales. Amplifying those signals through WPP Media’s Open Intelligence creates high-intent, shopper audiences built to convert. As Criteo delivers these audiences against premium CTV inventory, brands are now able to access these segments across their preferred DSP partners, streamlining activation.

“With Commerce Grid, Criteo is giving advertisers a seamless way to activate high-performing audiences on Roku. We’re excited to see this partnership showcase the power of CTV in helping brands drive full-funnel outcomes,” said Lindsay Pullins, Director, Head of Business Development & Partnerships, Commerce and Performance at Roku.

“This partnership is about more than better targeting. It’s about giving brands the ability to reach broad audiences with the same level of precision and measurability they expect from digital,” said Joseph Meehan, General Manager, Global Commerce Supply at Criteo. “By combining the unique strengths of each company into one streamlined solution, we’re giving brands a smarter way to activate high-intent audiences and transform CTV into a true performance channel.”

For more information, contact WPP Media's global communications team at [email protected] or Criteo's public relations team via Jessica Meyers, [email protected]