Criteo has acquired Brandcrush, an Australia-based company whose platform enables the buying and selling of omnichannel retail media, including offline media channels. With this acquisition, Criteo said it will be able to provide a holistic omnichannel monetization solution globally for retailers to manage their entire media inventory across both eCommerce and physical retail, while enabling brands and agencies to seamlessly discover and buy omnichannel media from leading retailers. Additionally, the acquisition expands Criteo’s client footprint and capabilities in the rapidly-growing Asia-Pacific retail media market.

Retail media has become a multi-billion-dollar revenue opportunity for retailers, but according to Criteo, many either rely on antiquated processes such as emails and spreadsheets to manage the packaging, availability, and purchasing of their media inventory or are forced to adapt their legacy Customer Relationship Management (CRM) systems to fulfil the unique needs of their retail media operations. With Brandcrush, it said, retailers can now leverage a purpose-built solution for retail media orders, inventory, and supplier management across all media channels. Moreover, by enabling the self-service discovery and booking of shopper media, retailers can drive incremental revenue without increasing overhead costs.

The Brandcrush platform provides 360-degree media asset management and activation, ranging from in-store activations such as digital screens, point-of-sale displays, and sampling to out-of-store activations like inbox sampling and inserts, and online activations such as digital circulars, email, and social. These will combine with Criteo’s retail media solutions, including sponsored ads, on-site display, and off-site ads.

“As marketers continue to invest in retail media, offline is emerging as the new frontier – and brands and agencies must be able to effectively plan, execute, and measure their campaigns in an integrated way,” said Sherry Smith, General Manager of Global Enterprise at Criteo. “Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems.”