Bluecore and Criteo in Shopper Buying Prediction Deal

In New York, marketing technology company Bluecore has partnered with ad targeting and retargeting specialist Criteo to help brands use their owned first-party data to predict what new and existing shoppers will buy next on major ad channels.

The deal promises brands the ability to target shoppers by creating 'compelling moments' that reflect individuals' preferences as they explore and evaluate products digitally. Retailers can use Bluecore on the digital ad channels where their current and prospective shoppers engage, directly from their Criteo interface. According to the firms, retailers can personalize their communications with the same level of shopper-specific context that's possible through their owned e-mail and eCommerce channels.

Tami Harrigan, VP Global Partnerships at Criteo, says the tie-up introduces a 'new dimension' to retail brands' digital advertising efforts, where limited applications of first-party data have historically prevented 100% personalized communications. Deniz Ibrahim, VP Product Marketing of Bluecore, adds: 'Together with Criteo we're expanding the reach of retailers' owned audiences as the digital world increasingly moves away from third-party targeting. Predicting what shoppers will want to buy next is fast becoming just as important as acquisition efforts'.

Web sites: www.bluecore.com and www.criteo.com .