Asos to expand retail media network with sponsored search ads

The online fashion retailer is partnering with Criteo to scale advertising through its website and app.

closeup of hanged shirts on rack

A top online fashion retailer is poised to expand its retail media network.

The news: Asos is set to partner with Criteo on retail media to provide advertising opportunities for endemic brands across the retailer’s app and website. The three-year agreement is the latest in a series of deals over the last year for Criteo, which is powering retail media networks for a range of retailers, such as Best Buy and Michaels. The network will harness first-party data from Asos to reach customers.

How it works: Asos will provide the following advertising products through its marketplace:

  • Sponsored Ads, a new addition to the network, will enable targeting of ads within search and product pages. Ads will be placed within a curated edit of 70,000 products, which are sourced from nearly 900 third-party brands, as well as Asos’ in-house labels.
  • On-site display ads will extend an existing format on Asos under Criteo’s purview. These are designed to increase brand awareness at the point of sale.
  • Off-site ads will also be provided by Criteo. These extend the ability to target ads from Asos across thousands of sites and connected TV.

Along with the introduction of Sponsored Ads, the companies said the partnership will lead to improved targeting and measurement. Criteo will also support sales efforts in key markets, as they work together to drive “mid-to-long-tail” brand targets, as well as agency demand.

Initially, the ads will be available in the UK, US, France and Germany,

Key quote from Asos Media Group Director Elton Ollerhead: "The ASOS vision is to become the go-to global destination for fashion-loving 20-somethings and we want to take brands on the journey with us, helping advertisers showcase their products through our fashion lens. Criteo's technology is proven at scale and designed for retail, which opens up enormous opportunity for brand advertisers across our key markets."

In vogue: Retail media is in fashion among advertisers, and this deal shows how it is extending to a variety of retail categories. Asos is bringing Amazon-style search and product advertising to its marketplace, offering a way to reach shoppers right alongside listings by using data that is collected from the people on that site. By 2024, retail media spend is expected to grow to $61.15 billion, and account for nearly 20% of digital ad spending, according to eMarketer. The move to scale through Criteo figures to set Asos up for that coming wave of growth.
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