Integral Ad Science (IAS), is joining forces with Criteo, the commerce media firm, to bring a first-of-its-kind product for evaluating onsite quality metrics for retail media. The new alliance will empower IAS to provide viewability and invalid traffic (IVT) metrics for Criteo’s retail media network, guaranteeing that marketers reach genuine users and optimize engagement on this vital platform.
Retail Media, one of the advertising industry’s quickest growing segments, is projected to account for $155 billion in global ad expenditure by 2026, as per GroupM. Backed by Criteo’s predictive AI, Criteo’s Commerce Media Platform allows retailers and brands to connect with shoppers seamlessly throughout their journey, executing efficiently at scale on both unique retail media inventory and scaled, open web supply. It also offers real-time, closed-loop sales measurement. Through the integration with IAS, advertisers can have the confidence in validating the quality of their digital media investments.
Brian Gleason, Chief Revenue Officer at Criteo stated “Criteo has led the retail media arena since 2016 and we’re delighted to collaborate with IAS to be the inaugural providers of transparency into retail media campaigns via our Commerce Media Platform. As the tremendous opportunity of retail media is increasingly recognized, we continue to advocate for standardization that aligns media expenditure with performance and fosters an ecosystem that propels both marketers’ and retailers’ businesses.”.
Adding his comments, Yannis Dosios, Chief Commercial Officer at IAS, said, “We’re excited to expand our footprint in the rapidly growing retail media landscape to meet advertisers’ escalating demand. Our imminent integration with Criteo will allow marketers to maximize their ad spend returns via third-party measurement across the potent retail media networks collaborating with Criteo. IAS’s ongoing prominence in the retail media network space is reinforced with today’s announcement.”.
This collaboration between IAS and Criteo illustrates the increasing importance of retail media in the advertising sector and the necessity for transparent, efficient, and measurable advertising campaigns. As more brands tap into the opportunities provided by retail media, the integration of IAS’s robust media measurement and Criteo’s Commerce Media Platform can offer marketers valuable insights to ensure they’re reaching authentic users and maximizing engagement.
