WPP Plc Partners with Criteo to Transform Connected TV Advertising Strategies
- WPP Plc. partners with Criteo to enhance Connected TV advertising through improved targeting and performance-driven strategies.
- The collaboration integrates real-time commerce signals, boosting advertisers' ability to connect investments with measurable business outcomes.
- WPP Media aims to set new standards in CTV advertising by leveraging commerce intelligence for more effective marketing campaigns.
### WPP Media and Criteo Forge Strategic Partnership to Revolutionize Connected TV Advertising
WPP Plc. is solidifying its position in the rapidly advancing world of Connected TV (CTV) advertising through a new strategic partnership with Criteo, announced on July 29, 2025. This collaboration merges Criteo's robust commerce intelligence capabilities with WPP Media's Open Intelligence framework, enhancing advertisers' ability to reach targeted consumers across premium CTV inventory. By integrating real-time commerce signals from 17,000 e-commerce sites and over 200 retail partners—representing more than $1 trillion in annual e-commerce sales—this partnership positions WPP Media at the forefront of performance-driven advertising in the digital landscape.
The partnership allows advertisers to leverage curated audiences that are grounded in high-fidelity commerce signals. This means that brands can now connect their marketing investments directly to measurable business outcomes, such as increased foot traffic and sales. The collaboration provides a turnkey solution that enables seamless implementation of commerce-first strategies across any Demand-side Platform (DSP), thereby simplifying the complex landscape of digital advertising. Sandy Welsch, Executive Director at WPP Media, highlights the significance of merging traditional brand objectives with modern performance metrics in commerce media, illustrating the potential for advertisers to achieve more effective and measurable campaigns.
Furthermore, the initiative enhances targeting capabilities, allowing brands to reach broader audiences with precision. Lindsay Pullins from Roku underscores the partnership's potential to drive complete funnel outcomes for brands, making it easier to activate high-performing audiences on their platform. The integration of Criteo's Commerce Grid Supply-side Platform (SSP) into WPP Media's offerings not only boosts efficiency but also reinforces the commitment of both companies to adapt to the evolving demands of CTV advertising. This collaboration represents a significant step forward in delivering impactful, data-driven strategies that can meet the dynamic needs of advertisers in the digital age.
In related developments, the CTV advertising landscape continues to evolve as brands increasingly seek innovative ways to connect with consumers. The partnership between WPP Media and Criteo is a clear indication of the industry's shift towards performance-driven advertising, emphasizing the importance of data and analytics in optimizing marketing strategies.
As the market for CTV advertising grows, this collaboration sets a new standard for how brands can leverage commerce intelligence to achieve their marketing goals. By focusing on measurable results, WPP Media and Criteo are paving the way for a more accountable and effective approach to digital advertising.