Criteo, a diversified AdTech firm offering solutions to marketers, brands, and retailers, launched Commerce Grid, a supply-side platform (SSP) designed for agencies and publishers, which it claims to be industry-first.

The new solution allows ad buyers and sellers to utilize Criteo's exclusive Commerce Audiences, enabling targeted advertising through their preferred demand-side platforms (DSPs). Publishers using Commerce Grid gain access to Criteo's shoppable formats, valuable commerce insights, and other assets. Commerce Grid is part of Criteo's Commerce Media Platform solution suite, which was strengthened by acquiring IPONWEB, an AdTech firm, in 2022. 

The platform is currently available in the US, with plans for expansion to other global markets in the future.

Analyst QuickTake: Criteo's launch of Commerce Grid reinforces its product strategy in commerce media, leveraging its expertise and acquisition of IPONWEB to enhance its retail media ad platform. By developing a specialized DSP and integrating proprietary Commerce Audiences, Criteo aims to capitalize on the commerce media market, serving the needs of advertisers and publishers and solidifying its position as a comprehensive solution provider in the AdTech space.