Commerce media firm Criteo is collaborating with Order Management System (OMS) companies, ADvendio, Boostr, Placements.io, and Vantage, as well as Salesforce Media Cloud, on new integrations to provide Criteo retailer clients with greater flexibility in building and managing retail media networks.

By partnering with OMS companies and Salesforce, Criteo’s retailer partners can manage their media networks according to their own needs, while harnessing Criteo’s access to 2,900 global brands to capture broader demand beyond trade budgets.

Retailers can also opt to partner with certain OMS providers to build their own unified omnichannel self-service front-ends that connect to both Criteo’s offerings and others, providing greater customisation and brand control as they continue to evolve their media networks.

Criteo’s API will integrate with retailers’ OMS platform of choice to streamline and automate sales team operational efficiency. Retailers can plan and book campaigns within their existing OMS platform or in Salesforce Media Cloud, which are then automatically activated in Criteo’s Commerce Yield platform without requiring the end user to log into multiple platforms.

“As the retail media ecosystem expands and matures, we are excited to provide retailers with a modular approach that’s centred on platform interoperability and vendor flexibility to meet their diverse needs,” said Melanie Zimmermann, General Manager of Global Retail Media at Criteo. “Our work to forge strong industry partnerships will allow retailers to focus on what really matters – sustaining growth.”