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Criteo drives Massmart retail media
Massmart has partnered with Criteo to expand its retail media offering across its digital properties in South Africa, introducing advertising formats designed to help brands and marketplace sellers reach consumers throughout the online purchasing journey.
The collaboration will see Massmart deploy Sponsored Product Ads and Onsite Display Ads, enabling advertisers to deliver targeted campaigns across the retailer's digital channels while providing shoppers with more relevant advertising experiences.
Retailer expands advertising capabilities
Massmart, a subsidiary of Walmart, operates retail and wholesale businesses across several sub-Saharan African countries and holds leading positions in general merchandise, liquor, home improvement and wholesale food.
The retailer's investment in retail media is intended to create additional opportunities for advertisers to engage consumers at key points in the purchasing process through its digital platforms.
Criteo platform powers campaigns
Criteo's Commerce Yield platform will provide advertisers with tools to manage campaigns across Massmart's website and mobile app. Sponsored Product Ads are designed to increase product visibility and sales, while Onsite Display Ads offer brands additional exposure throughout the customer journey.
The advertising solutions are currently available on Makro.co.za, Massmart's flagship ecommerce and marketplace platform. The companies said they are exploring opportunities to extend retail media placements across other digital properties within Massmart's portfolio.
Collaboration targets retail media growth
Aidan Johnson, Vice President of Alternative Revenue, Massmart: "Retail media is an important part of our growth strategy, offering brand advertisers and marketplace sellers meaningful opportunities to engage directly with a broad customer base at our digital points of sale. Strategically collaborating with Criteo gives us access to proven technology and global expertise, enabling us to deliver high-quality onsite advertising experiences that are not only valuable for brands and marketplace sellers, but also highly relevant for shoppers."
Alex Crowe, Managing Director Retail Media EMEA, Criteo: "Retail media continues to grow globally, with particularly strong momentum in the Middle East and Africa. We are delighted to collaborate with Massmart to build a powerful retail media offering for brands and agencies. Our technology enables precise audience targeting throughout the purchase journey, along with accurate, transparent closed-loop measurement of campaign performance that brands and their agency partners are looking for."
