Online fashion giant Asos is to add sponsored ads to its website as partners with ad tech firm Criteo to ramp up its advertising revenue.
The two companies have signed a three year retail media advertising partnership in which Asos will utilise Criteo’s retail media technology to monetise its platform.
It follows Ocado’s move last week to allow marketers to give direct access to its customer behaviour data through a tie-up with ad tech firm The Trade Desk.
Criteo will power Asos’ sponsored ads and display ads, using the fashion retailer’s first-party data, which will enable intent-based targeting of ads within search results and product listings.
Ads will be placed within around 70,000 products.
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The deal will also include off-site targeting across thousands of premium publisher sites and connected TV.
The partnership is designed to help Asos “scale campaign volume and resulting advertising revenue”, according to Criteo.
It will also provide advertisers on the retailer’s platform with improved targeting and measurement and will drive greater sales on Asos.
The tie-up will initially roll out in the UK, US, France and Germany before expanding to all countries that Asos operates in.
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.”