Criteo has a mature feature in their Commerce Max program that indexes product detail pages according to content and is then able to automatically match queries to products, lessening the need for detailed personalization signals like being logged in.
What are the minimum CPCs by category?
The SSP works with multiple retailers to help level set what qualifies as “high” for your category. This matters when you have to start splitting budgets across retailers at the product level when the same SKU is found in multiple retailers. If the “floor” for your product is $1 at one retailer but $0.80 at another, with sales volume being about the same, you’ll obviously want to lean toward the retailer with better return.
CPCs aren’t something any SSP can control; it’s retailer-driven. But the more retailers an SSP has on their platform, the more data they have to inform the retailer on what is “high” versus “low” in any given category.
Are there support services available to help your brand manage campaigns?
Some SSPs, like Criteo, have internal teams that can help (usually for a percentage of ad spend), or they can recommend agency partners. It may be possible to get training for your in-house management team. Some SSPs also have a private marketplace in addition to the self-service offering where the media is managed by an in-house team at the retailer. Often, ad spend is tied into larger retailer initiatives or marketing-defined funding/co-op agreements that offer less visibility and influence than self-service.
What demand-side platform options are available?
Some SSPs are part of a larger company that may contain DSPs within their full offering. It’s important to understand the DSP offering so that when you’re ready to go beyond sponsored search, display on-site, branch into the world of first-party data (either from the retailer or with your own), and bring offsite engagement to your product detail pages, you won’t have to add new technology or partnerships. This may also give you better rates, as you’re consolidating media spend into one platform versus two or three.
Which markets are supported?
Most of these SSPs have solid global coverage. The leader in the space is Criteo, in terms of the total number of retailers supported in different countries. CitrusAd, when it comes to grocery, also has solid representation in certain markets, specifically the U.K. and Australia.
I’ve long been a believer that retail media is what will ultimately drive and unify not only media growth but also collaboration between retailers who share commonalities no matter where they are located. The IAB’s recent guide on in-store measurement in collaboration with IAB Europe is just one example of what is yet to come.
