Monoprix, Groupe Casino’s urban supermarket banner, has selected commerce media platform Criteo to develop and commercialise its new digital retail media proposition, trade publication LSA reports. The partnership will cover advertising displayed across Monoprix’s websites and mobile applications including sponsored product listings.
The initiative is designed to strengthen the retailer’s monetisation of its own data while providing brands with broader access to targeted, measurable and real-time activation opportunities. Criteo will also deploy off-site activation capabilities, enabling advertisers to extend campaigns beyond Monoprix owned digital environments and increasing the appeal of the media proposition.
The agreement comes amid wider shifts within the French retail sector. Over the past two years, Casino Group and Les Mousquetaires (Intermarché) have restructured their joint retail media subsidiary, leaving the latter as the sole shareholder of Infinity Advertising. Although Infinity continued to support Monoprix during a transitional phase, the business has since developed closer ties with Valiuz, the retail media alliance backed by a third partner: Auchan.
Building a standalone proposition
Against this backdrop of consolidation among competing retail media ecosystems, Monoprix is now pursuing a more independent strategy. The retailer has moved on two fronts: appointing HighCo’s DOOH division to commercialise its in-store digital screens, while deploying Criteo to underpin the development of its online retail media operations.
Monoprix joins other major European retailers selecting Criteo to strengthen their digital retail media capabilities, with, as reported by The Retail Optimiser, Lidl among the latest to adopt the platform.
