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Criteo is serious about retail media as a form of advertising. The French company is actually appointing a separate general manager for it, in the person of German Melanie Zimmermann.

Zimmermann is based in New York. There, Criteo is less affected by European privacy laws in terms of advertising targeting capabilities and the retail media market is larger there. Besides, she was already working there, at Macy's.

At her last employer, she was responsible for Macy's Media Network. That is the fashion chain's online and offline media network. There, 46 million customers pass through the screens at Macy's and sister company Bloomingdale's every year. The screens influence some 440 million transactions to varying degrees.

Zimmermann reports directly to Chief Revenue Officer Brian Gleason. She is tasked with shaping the overall vision and strategy. That signals the importance Criteo places on this still relatively new line of business. To date, the company still makes most of its money placing billboards with signposts to stores, but the new industry is rapidly gaining relevance.

Retail media is the placement of billboards ín stores. Targeting takes place based on customer and transaction information, among other things. That is what Criteo, from France but listed in New York, does in the Netherlands, for example at Bol.

© The Content Exchange, source News