The agreement will see Criteo provide AI-enhanced audiences, buying tools, consultancy services and measurement capabilities to Dentsu’s clients, with the companies combining Dentsu Audiences with Criteo’s Commerce Audiences tool.

Criteo’s retailer and publisher partners will also gain access to additional spending from brands that want to reach consumers on their owned and operated properties.

Clive Record, president partnerships and solutions at Dentsu, said: “This is a transformational partnership which will provide new levels of intelligence and allow us to design for differentiation. We’re excited to harness Criteo’s advanced commerce solutions, audiences, AI and expertise.”

Brian Gleason, chief revenue officer and president of retail media at Criteo, added: “We’re thrilled to partner with Dentsu and provide a holistic set of solutions that will propel commerce media momentum for its clients.”