Lidl’s online shop will be working with the commerce intelligence platform Criteo in the Retail Media sector. The aim is to expand the Retail Media offering and create new advertising opportunities for brands. According to the company, Criteo will also take over the exclusive marketing of advertising inventory on Lidl.de.
Advertisers can now book additional ad placements throughout the digital shopping journey on the Lidl online shop, enabling them to reach relevant target audiences. These include sponsored product ads within the web shop, designed to target customers at point of purchase. This offering is complemented by display advertising on Lidl’s websites, which primarily aims to build brand awareness and increase visibility.
Through this partnership, Lidl is expanding its retail media offering in the e-commerce sector. For brands and agencies running ad campaigns, this primarily means gaining access to ad placements that are integrated directly into customers’ digital shopping journey. “With access to Lidl’s online inventory, advertisers will be able to find exactly the measurable, high-reach and performance-driven advertising opportunities they are looking for,” says Corinna Hohenleitner, Managing Director Retail Media for DACH at Criteo.
Carrefour relies on Criteo
Criteo is an international provider of commerce and retail media solutions. Its clients include Carrefour and Best Buy, among others. Criteo manages parts of Carrefour’s retail media infrastructure in several countries. In 2021, Carrefour became the first European grocery retailer to utilise the Criteo Retail Media platform and its associated technologies and services. The technology was initially launched in France and eight other countries in which the Carrefour Group operates.
