Flipkart integrates Criteo’s retail ads

Criteo yesterday announced a new partnership with Flipkart, one of the biggest e-commerce marketplaces in India, with over 400 million customers. Flipkart will integrate Product Performance Ads (PPA) powered by Criteo’s commerce media technology.

“Commerce advertising is growing faster than the overall digital market and we believe that it will be a large part of the overall digital pie in a short time. Flipkart Ads is focused on providing technology-led advertising solutions to ensure the most relevant experience and outcomes for advertisers and customers alike,” said Sankalp Mehrotra, VP Monetisation, at Flipkart. “In addition to our current suite of advertising options, the launch of PPA in partnership with Criteo will help address the needs of incumbent and insurgent brands across verticals to solve their full-funnel marketing objectives on the open internet. ”

According to Criteo, Flipkart’s PPA tool also offers Criteo’s Dynamic Creative Optimization+ capability, enable advertisers to reach the right customer with the right communication, while improving performance.

“By combining Criteo’s superior audience-first technology and Flipkart’s reach, we will be able to offer a remarkable capability to marketers and brands to achieve meaningful marketing outcomes on the open internet,” said Taranjeet Singh, Managing Director, SEA & India, at Criteo.