This one’s the very first adtech company that partners with OpenAI and didn’t we all know that this was coming : the all new digitalmarketing ecosystem built on AI
In fact this could be one of the biggest partnerships for retailmedia
Now lets try and look at what this could offer :
✅ Criteo with its massive amount of retailmedia data could fuse this real time that would give broad search volumes across categories
✅ Retailer specific data that would be available say Target Macy’s Woolworths Tesco Reliance Retail etc through Criteo would also be injected through and any point real time shopping volumes could be known
✅ What this would also mean is that specific search volume traffic happening across ecommerce platforms too, small amount of that would start through agentic means giving results optimally basis user data
✅ With Criteo’s various data- programmatic partnerships it could also creating for a new subset or then just a whole new ecosystem of partners to do media planning on from an advertising perspective
What it also helps consumers is :
🛒 Better personalised ways to shop
🛒 The built up of people’s buying patterns, buying cycles and regular day to day purchases
🛒 Agentic commerce
🛒 Shopping from one unified window and not going into multiple apps and the singular view of the customer also known through with AI
This one just doesn’t create for new models in terms of marketing, but it will truly be able to bring in the “ PERSONALISATION “ that we’ve been talking about to a great level of accuracy, being able to map attribution, build for affinity, repeat purchase and more, and this “ Personalisation at Scale”
It’s always going to be about anytime, always – real time marketing and the just the enormity of data that will sit across this AI platform would be unimaginable!!
For tons of us who’ve seen the many waves in digital, been a part of the retail media story, this one’s just really fascinating and yet to think to this is just the start with the first adtech partner into OpenAI.
Absolutely brilliant Michael Komasinski Brian Gleason Todd Parsons and heartiest congratulations on this first of its kind partnership and we’re totally excited about what’s coming!!
Note : All views expressed here are solely those of the author and do not reflect the views of AdTech Today.
