WPP Media and Criteo fuse commerce data and AI to turbocharge CTV targeting

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WPP Media’s alliance with Criteo brings commerce-driven AI modeling to CTV, delivering shopper-focused precision in inventory once reserved for performance digital channels.

WPP Media has partnered with Criteo to fuse commerce media data and AI-driven audience modeling with the precision of connected TV (CTV) advertising. The collaboration allows advertisers to access curated Deal IDs—powered by Criteo’s Commerce Grid SSP data and WPP’s Open Intelligence—to activate high-intent shopper audiences on any demand-side platform. 

The move is poised to bring digital-style, outcome-focused performance to a traditionally reach-oriented channel. It’s particularly notable given the expected U.S. ad spend boost of 16.8 percent in CTV this year, pushing the format further into marketers’ budgets. 

“This partnership is about more than better targeting. It’s about giving brands the ability to reach broad audiences with the same level of precision and measurability they expect from digital,” said Joseph Meehan, general manager of global commerce supply at Criteo, summarizing the collaboration’s strategic intent. 

For senior media strategists, the key opportunity lies in merging commerce intent signals with premium video environments. As publishers and advertisers increasingly seek performance outcomes from CTV, this union enables more intelligent targeting, measurability, and faster, data-informed budget decisions. The challenge ahead: maintaining audience privacy and attribution effectiveness as cross-channel data ecosystems fragment.