Babar Khan Javed
Nov 30, 2017

Criteo introduces commerce marketing tools

The two new-to-APAC tools help marketers tie multiple devices to a single customer-ID and the optimize ads in real time to drive conversions.

Huang Han-Ming (left) and Alban Villani (right) present the latest products.
Huang Han-Ming (left) and Alban Villani (right) present the latest products.

Aiming to help retailers and brands deliver seamless and relevant shopping experiences across all devices and channels, Criteo today announced its vision to build the highest performing and open commerce marketing ecosystem.

As its first move toward that ambition, Criteo has launched Criteo Audience Match and Criteo Kinetic Design with Video for the first time across Asia-Pacific (the tools launched earlier in other parts of the world).

The tools aims to help retailers and brands deliver relevant shopping experiences across devices while identifying unique customers and optimizing ad performance in real time.

Huang Hanming, the managing director of South Asia and Greater China at Criteo, announced the new products in Singapore today with Alban Villani, the company's general manager for Southeast Asia, Hong Kong and Taiwan.

Criteo Audience Match

Still in beta, this tool combines data from retailers' and brands' CRM and DMP (data-management platform) systems to identify unique user IDs across multiple devices. The aim is to facilitate accurate targetting of users across web, mobile browser and apps.

By using deterministic IDs within the Criteo Shopper Graph, the tool enables users to achieve a match rate exceeding 60 percent of their existing clients, the company said. This allows advertisers to deploy campaigns based on behaviour, such as lapsed customers, cross buyers, and promotion seekers.

Criteo Kinetic Design with Video 

Adding to the growing list of tools making digital producers obsolete, this tool draws insight from conversion tracking to determine the visual and copy qualities of ads that drive conversions. At the moment, Criteo claimed, it can create 17 trillion variations based on one display ad, and can work on video as well. 

Villani claimed that the tool can create personalized ads based on the understanding of the shopper, with video ads being created across the web and mobile formats. Advertisers scarce on resources for production teams are said to be the primary beneficiaries of this tool, as it even offers a cost-per-click video option.

The tools, "as part of a robust suite of commerce marketing technologies, will support the full shopper journey, enabling brands to create relevant and engaging experiences for customers online and offline,” said Villani.

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