Here’s a tale as old as time.
You’ve got a brief for a gaming console brand. You build out an audience – something like “Tech Enthusiasts, 18-35” – pair it with some standard display banners, and push it live. The impressions rack up. And then the results come in somewhere between “meh” and “we need to talk”.
Sound familiar? In most campaigns, either the audience is too broad, the creative too generic, or both. And, in a world where shoppers are more intentional, more informed, and more selective than ever, generic just doesn’t cut it.
That’s why we built Curated Packages: Commerce Creative + Audiences, a new activation solution that combines deterministic, SKU-level Commerce Audiences with high-impact, placement-optimized creative. All activated through a single deal ID in your preferred DSP.
The problem with broad targeting
Not all impressions are created equal.
Reaching “Tech Enthusiasts” is fine. Reaching someone who has viewed a specific gaming console three times in the past week and is actively comparing prices? That’s a whole different ball game.
Criteo Commerce Audiences are built on real shopper behavior – product views, search activity, purchase signals, and more – all the way down to the SKU level. That means that, instead of relying on demographic proxies, you’re targeting based on actual buying intent.
And we have the numbers to prove it:
- A major gaming console brand saw a +250% higher CTR on ‘Buy Now’ CTAs
- A travel brand using Commerce + Travel Audiences achieved 60% lower CPA
- Layering Criteo Commerce Audiences onto an Amazon DSP campaign unlocked 92% incremental reach, with +55% higher DPVR
None of this is coincidence.
It’s just what happens when your audiences are built on what shoppers actually do rather than what you assume they might do.
What is Commerce Creative?
Getting in front of the right shopper is half the battle. The other half? Giving them a reason to act.
It’s here that a lot of campaigns drop the ball. You can have the most refined audience in the world, but if the ad they see is a boring static banner, you’ve wasted a good signal. Creative does more than just fill the space between audience and conversion – it’s a performance driver in its own right.
In partnership with TripleLift, Commerce Creative formats in Commerce Grid are dynamic, SKU-aware, and respond to real-time product signals like pricing, availability, promotions and imagery. They’re also optimized at the placement level, so the right format is always matched to the right environment.
And, once again, the results speak for themselves:
- +29% ROAS vs. the open exchange. Placement-level optimization doing its thing.
- 2x higher CTR. What happens when you implement a CTA in native formats.
- 83%+ in-stream completion rates. That’s comfortably ahead of the 77% IAS benchmark.
- 6x more time spent. When native and display run together, shoppers tend to stick around.
One deal ID. None of the drama.
Here’s where things usually get complicated.
Layering Commerce Audiences onto curated supply, aligning the creative execution, and managing multiple partners can turn into a headache pretty fast. We designed Commerce Creative + Audiences packages to take the complexity out of it.
Behind the scenes, Criteo and TripleLift handle the audience mapping, supply curation, and creative alignment. As a buyer, you get a single curated deal ID, ready to activate in your DSP of choice. It couldn’t be simpler.
Forget custom integrations, manual supply mapping, and fragmented audience layers. With one unified workflow, audiences, creative, and supply work together in perfect harmony from the beginning.
Performance starts with precision
Commerce outcomes don’t happen by accident. They happen when the right shopper sees the right creative in the right place – all underpinned by real buying signals rather than educated guesses.
Curated Packages: Commerce Creative + Audiences bring those elements together in one cohesive solution. So, whether you’re chasing site visits, product consideration, or conversion, precision targeting and high-impact creative are no longer separate conversations. They’re one.
Ready to activate? Talk to your Criteo representative to get started.
