Criteo Partners with Michaels to Enable Retail Media Advertising on Michaels.com

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Criteo’s cross-retailer platform will enable advertisers to reach millions of Makers on Michaels.com while driving incremental revenue for the retailer

Criteo S.A., the global technology company providing the world’s leading Commerce Media Platform, announced a retail media advertising partnership with Michaels, the largest specialty arts and crafts retailer in North America. Brands and agencies connected to Criteo’s retail media platform and ecosystem can now engage Michaels’ loyal customer base of millions of Makers, enhancing the shopping experience with increased discovery of relevant products through non-intrusive advertising while driving new revenue streams for the retailer. The partnership empowers Michaels to scale its retail media program with a full suite of solutions and capabilities including sponsored products, display and off-site advertising.

“For nearly 50 years, Makers have trusted Michaels to provide the highest-quality arts and crafts supplies at a great value. While we’ve been executing on our digital transformation over the past 18 months, our focus has remained on being the destination for all Makers to learn, shop and create. Criteo’s retail media platform and ecosystem will play an integral role in our efforts to deliver a best-in-class experience to our Makers by helping them discover relevant products while unlocking new revenue for Michaels to continue investing in enhancing their experience,” said Jason Brenner, Vice President, eCommerce at Michaels.

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Michaels’ entry to retail media advertising is the latest in a number of digital transformation efforts to elevate its omnichannel customer experience. In the past 18 months, Michaels has given Makers greater choice and flexibility through new programs like Buy Online Pick-Up In-Store (BOPIS), Curbside Delivery, Same-Day Delivery, and Buy Now Pay Later (BNPL) options. Criteo’s retail media ecosystem will power Michaels’ sponsored product and display ads, improved eCommerce economics and enhanced customer discoverability. For brands, this partnership means access to a new audience, while agencies will be able to use Criteo’s Retail Media API integrations to seamlessly reallocate or adjust media plans.

“Michaels holds a unique place with American shoppers as the leader in home décor and arts and crafts,” said Sherry Smith, Executive Managing Director, Global Retail Media at Criteo. “Our platform and measurement capabilities now offer specialty brands the ability to reach the retailer’s loyal customer base of Makers and artists.”

Criteo has continued to strengthen its Retail Media business over the past year with collaborations across new categories including consumer electronics and home improvement. The partnership with Michaels puts Criteo in a strategic position to expand its reach with marketers and agencies and continue to lead the way in commerce marketing.

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