- First‑of‑its‑Kind CTV Activation: WPP Media and Criteo’s partnership combines Commerce Grid SSP data with AI‑driven audience modeling for connected TV.
- Deal IDs for Shopper Audiences: Curated segments based on $1 trillion+ in annual e‑commerce sales can be activated on any DSP, spanning Roku, Samsung, and Scripps.
- Performance Accountability: Marketers can now tie CTV campaigns to concrete business outcomes—foot traffic and sales—instead of just reach and frequency.
- Pilot Success: Early tests demonstrated that commerce‑enriched CTV ads deliver the precision and measurability typically reserved for digital channels.
- Growth Opportunity: With CTV ad spending surging, this commerce‑focused approach positions brands to leverage both scale and shopper intent in premium video environments.
Advertisers can now activate shopper audiences on Roku, Samsung, Scripps, and any DSP.
Connected TV has long been prized for its ability to reach broad audiences, yet advertisers have struggled to translate those impressions into clear business outcomes. In a landmark partnership, WPP Media and Criteo have joined forces to change that dynamic.
By marrying Criteo’s commerce‑centric supply‑side platform with WPP Media’s AI‑powered audience modeling, they’re injecting first‑party shopping data directly into CTV ad buying. The result is a commerce‑driven offering that allows brands to tap into consumer purchase intent within their favorite streaming environments.
How Deal IDs Unlock Shopper Audiences
Central to this partnership are the so‑called Deal IDs, which function as ready‑made audience segments crafted specifically for commerce‑driven advertising.
These IDs are not arbitrary groupings but the product of Criteo’s Commerce Grid SSP—a system that ingests real‑time purchase intent signals from an extensive network of e‑commerce storefronts, retail partners, and open‑web publishers. Every click, cart addition, and completed transaction feeds into the Commerce Grid, painting a granular picture of consumer preferences and buying cycles.
WPP Media’s Open Intelligence then transforms this raw tapestry of shopper behaviors into actionable segments. Rather than relying on static demographic buckets, the AI‑powered platform examines contextual factors—such as seasonality, regional purchase trends, and cross‑category affinities—to infer which viewers are most likely to convert.
These dynamically generated Deal IDs therefore represent not just “people who bought product X,” but “people in this market who have shown rising interest in products like X for outdoor activities this week,” for instance.
Once these segments are defined, they are encapsulated as Deal IDs, each carrying the data fingerprints that identify the intended audience. Advertisers simply select the Deal ID matching their campaign goals and activate it within their chosen demand‑side platform.
Behind the scenes, the DSP matches the Deal ID against the CTV inventory’s viewer data, ensuring that ads are served into living rooms where high‑intent shoppers are tuned in. This process bridges the longstanding gap between broad CTV reach and the precision of digital commerce targeting—allowing brands to speak directly to those most ready to buy while retaining the scale and immersion unique to streaming video.
Pilots Demonstrate Precision in Action
Early trials with leading streaming partners showcased the power of this approach. On platforms like Roku, Samsung’s smart TVs, and Scripps networks, brands could reach curated shopper audiences with the same level of granularity they expect online—without sacrificing the reach and immersion that CTV provides.
According to those involved, these pilots not only delivered robust engagement but also tied viewer exposure to measurable outcomes such as store visits and online conversions.
This partnership marks a fundamental shift in how connected TV is valued. Rather than solely driving broad awareness, advertisers can now hold CTV campaigns accountable to hard metrics: foot traffic, purchase lift, and revenue. By activating high‑intent audiences—people who have already signaled purchase interest—brands bridge the gap between the living room screen and the checkout experience.
The Road Ahead for Commerce‑Driven CTV
As marketers grapple with fragmented media landscapes, the appetite for full‑funnel solutions continues to grow. WPP Media and Criteo’s offering arrives at a moment when brands demand both scale and specificity.
By weaving commerce intelligence into CTV, they not only enhance ad effectiveness but also set a new standard for performance in premium video. Looking forward, this model is poised to expand across more platforms and partnerships, cementing CTV’s role as a true revenue‑driving channel in the modern media mix.
