Asos eyes retail media boost with Criteo partnership

Online fashion giant Asos is aiming to supercharge its global retail media business by signing a three-year partnership with commerce platform Criteo, in a move which it claims will offer brands improved targeting and measurement capabilities.

The agreement will see the Criteo system power Asos’
sponsored ads, a new proposition on Asos.com, enabling intent-based targeting of ads within search results and product listing pages.

Ads will be placed within a “curated edit” of around 70,000 products, sourced from nearly 900 global and local third-party brands as well as its mix of fashion-led in-house labels, including Asos Design, Asos Edition, Asos 4505, Topshop/Topman and Collusion.

On-site display ads, is a pre-existing format that combines branding and product information to increase brand awareness at the point of sale. Display ads through Criteo will aim to help connect new custom audiences with relevant brand messages on Asos.com and app, the retailer maintains.

Off-site ads will also be provided through Criteo, expanding ad targeting possibilities across thousands of publisher sites and connected TV to enable more commerce experiences across the buyer journey.

The deal is aimed at allowing Asos Media Group to scale campaign volume and resulting advertising revenue, while complementing its existing advertising, offering across creative solutions, social media, targeted email and app push notifications.

Criteo will also support Asos Media Group’s sales efforts to brands and agencies in key markets.

The initial deployment will take place across the UK, US, France and Germany, before expanding to all global territories in which Asos operates.

Asos Media Group director Elton Ollerhead said: “The Asos vision is to become the go-to global destination for fashion-loving 20-somethings and we want to take brands on the journey with us, helping advertisers showcase their products through our fashion lens.

“Criteo’s technology is proven at scale and designed for retail, which opens up enormous opportunity for brand advertisers across our key markets.”

Criteo general manager of global enterprise Sherry Smith added: “Asos is a market leader that gives its customers an exceptional shopping experience, which Criteo is excited to enhance with relevant and native advertising experiences. We look forward to building our partnership and delivering best-in-class commerce media solutions for Asos brand partners.”