Criteo (CRTO) said Friday it is partnering with dentsu to use its full Commerce Media Platform to improve commerce and performance media campaigns for dentsu's clients.

The partnership will give dentsu access to Criteo's AI-driven tools, audience data, and measurement capabilities, while Criteo's retail and publisher partners are expected to benefit from increased ad spending, the company said.

Dentsu plans to use Criteo's Commerce Max platform to streamline retail media campaigns across over 200 global retailers and Commerce Growth tools to enhance performance marketing across video and display ads, Criteo said.

Criteo also said the deal includes access to Criteo's Commerce Grid platform for premium publisher inventory and consultancy services to help dentsu's retail clients build and scale their own media networks.