The news: WPP Media launched a “first-of-its-kind activation” with ad-tech company Criteo, marking the first big advancement in WPP’s “Open Intelligence” data platform for connected TV (CTV).

• The activation, built to offer “more value for advertisers," is currently being tested with Samsung, Roku, and Scripps. While more specific details were not provided, WPP Media stated in a press release that the pilot provides “premium supply with real-time commerce signals” from Criteo.
• The collaboration aims to simplify how advertisers reach key audiences in CTV environments and determines impact based on outcomes like sales and foot traffic.

Why it matters: The announcement marks a major step forward in CTV’s evolution into a performance and commerce-driven media channel.

• CTV is typically seen as useful for reach and awareness as audience attention shifts, but not as effective at driving conversions. WPP Media and Criteo’s partnership offers commerce signals like shopper intent and purchase data in premium CTV inventory—meaning advertisers can better optimize CTV campaigns for tangible outcomes like purchases, store visits, and boosted revenues beyond impressions and views.
• Advertisers can now tap into commerce data at scale with Criteo’s access to commerce behaviors across 17,000 ecommerce sites and over 200 global retailers, representing over $1 trillion in annual sales. For advertisers, that translates into a unique opportunity to reach real shoppers based on verified buying behaviors.

Our take: WPP Media and Criteo’s partnership solidifies CTV as a performance-centric channel, giving advertisers new tools to target high-intent shoppers and drive measurable outcomes at scale.