Asos integrates targeted ads with third-party platform

A U.K.-based online fashion retailer is teaming up with a digital third-party advertising network.

Asos is entering a retail media advertising partnership with Criteo. Under the agreement, Criteo will serve as the exclusive partner for third-party advertising across Asos’ app and web channels.

Under the three-year agreement, Asos will integrate Criteo technologies to support its sponsored ads and enhanced display ads offerings for its brand partners. Sponsored ads is a new Asos promotional program that enables intent-based targeting of ads within search results and product listing pages.

In the sponsored ads program, Asos will place ads within a curated assortment of roughly 70,000 products, sourced from nearly 900 third-party brands, as well as Asos private labels. The pre-existing on-site display ads format connects custom audiences with relevant brand messages on the Asos e-commerce site and mobile app, while an off-site ads initiative will expand ad targeting across thousands of premium publisher sites and connected TV.

Leveraging Criteo’s solutions, the Asos Media Group (AMG) retail media network will scale campaign volume and resulting advertising revenue, while extending its rich advertising offering across channels including social media, targeted email and app push notifications. The partnership is designed to offer advertisers improved targeting and measurement capabilities.

Criteo will also support AMG’s sales efforts to brands and agencies in key markets. Asos is initially rolling out the integrated targeting advertising platform in the U.K., U.S., France and Germany, before expanding to all global territories Asos operates in.

A number of other retailers in a variety of verticals also partner with Criteo for integrated targeted advertising programs, including Best Buy and Michaels.

“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,” said Elton Ollerhead, director of ASOS Media Group. “Criteo’s technology is proven at scale and designed for retail, which opens up enormous opportunity for brand advertisers across our key markets.”

“Asos is a market leader that gives its customers an exceptional shopping experience, which Criteo is excited to enhance with relevant and native advertising experiences,” said Sherry Smith, GM, global enterprise at Criteo. “We look forward to building our partnership and delivering best-in-class commerce media solutions for Asos brand partners.”