Criteo launches AI-powered adtech tools in Thailand
Criteo, a France-based commerce media company, has entered the Thai market to tap the fast-growing digital advertising business where e-commerce is projected to grow 6 per cent totaling Bt700 billion this year --using AI-powered personalized shopping and other adtech tools.
Taranjeet Singh, Criteo’s managing director for Apac, said the so-called commerce media is the next wave of digital advertising as it helps bring every impression closer to transaction in the digital era when consumers spend 66 per cent of their online time on the open internet with e-commerce sales projected to total $2trillion in 2025 and commerce media spending to total $200 billion this year.
In addition, the growth of e-commerce doesn’t mean the end of in-store shopping but the rise of omni-channel discovery, browsing, and purchasing.
Sukesh Singh, director of agency and global brands, South Apac, said the Criteo adtech platform integrates 50% of top US and EU retailers with the open internet via direct integration with thousands of publishers across various channels. As one of the world’s largest commerce media firms with AI-powered capabilities, Criteo is expanding in a global market where its activated media spend worldwide totaling $4.3 billion.
In other words, the firm is leading the transformation of digital ads from a fragmented environment to an integrated ecosystem where customers’ discovery, consideration, purchase, and repeats are maximized with a mix and match approach.
For example, Loreal, Unilever and Nestle are among Criteo’s 3,100 brands and agencies representing the demand side of media activation on the adtech platform while Walmart, Best Buy and Grab are among over 200 retailers and Comcast and Disney are among the publishers representing the supply side of media monetarization.
The Criteo platform is powered by AI so it can provide a personalized shopping service at scale using first-person data in compliance with privacy rules to take advantage of 120 contextual signals based on potential buyers’ behavior.
Regarding Thailand, he said the market is promising with strong e-commerce sales projected to reach Bt700 billion this year, a 6 per cent annual growth, while 67 per cent of the population have adopted e-commerce. In terms of engagement, 63 million people use the internet, averaging nearly 8 hours of online time daily, creating substantial digital ad opportunities, while the number of e-commerce businesses has grown rapidly with a strong growth of supporting industries.
In addition, double days continue to drive retail sales while 11/11 provide the biggest seasonal sales opportunity. The adtech platform uses first-party data (of potential buyers), commercial data and deep contextual signals to deliver personalization at scale using ID-based addressability for contextual data to support acquisition and retain customers with best ML (machine learning) and commercial data inputs.
As a result, the platform effectively provides AI-powered solutions based on real shopping behaviors as it uses first-party data to match between media owners and advertisers. On the demand media activation side, Criteo has more than 3,100 brands (both direct and via agencies such as Nestle, Loreal, Unilever, Dentsu and Omnicom) plus 14,000 performance marketers/ retailers such as Shopify.
On the supply media monetization side, there are over 200 retailers such as Walmart, Best Buy, Grab, marketplaces like Rakuten, as well as publishers such as Comcast and Disney.
Criteo’s Commerce Max connects brands and agencies with retailers to activate onsite and offsite media in a single environment, while its Commerce Growth helps performance advertisers and agencies maximize profits using AI-powered personalization of shopping moments across the open web.
Regarding inventory and audience monetization, Criteo”s Commerce Yield helps retailers, marketplaces, and commerce firms control, scale, maximize digital and physical asset monetization, while Commerce Grid helps commerce media to increase publisher revenues and amplify advertiser outcomes at scale and help retailers unlock the true value of their shoppers’ data.
