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Criteo integrates LiveRamp’s IdentityLink into its Commerce Ecosystem
The partnership gives Criteo a wider access to offline purchase behavior for its ad targeting, and gives LiveRamp a bigger footprint in Europe.
Criteo began as a remarketing platform, sending you an ad about red sneakers as you visited various sites, after you had looked at a product page for red sneakers at one retailer’s site.
In August, Criteo announced its Commerce Marketing Ecosystem, a network of retailers, brands and publishers that shares data on visitors’ interests and purchases across their sites.
For instance, a website in the Ecosystem might show you an ad for blue sneakers from its store because of shared data showing that you’ve looked at blue sneakers more than red ones. The Ecosystem is one of several efforts by retailers and publishers to band together in order to compete with the huge platform advantages carried by Facebook, Amazon and Google.
Criteo has now announced a partnership with data platform LiveRamp, expanding on the companies’ multi-year relationship. Now, LiveRamp’s IdentityLink will be integrated with Criteo’s Commerce Marketing Ecosystem so that offline (that is, real-world) purchases can be factored into what is shown to a given visitor.