David Jones has selected Criteo to power the online component of its' retail media division, David Jones Amplify. The partnership aims to connect brands with David Jones' premium audiences across the digital media ecosystem, driving digital marketing effectiveness by targeting customers based on retail behaviours.

According to James Holloman, Chief Marketing Officer at David Jones, "We are thrilled to announce the strategic partnership between David Jones Amplify and Criteo. This collaboration will allow brands to connect with David Jones premium audiences across the digital media ecosystem. David Jones Amplify powered by Criteo will drive maximum return on investment and digital marketing effectiveness for our brands as we enable them to target customers based on retail behaviours with their marketing messages."

The retailer says the partnership will also enhance its online retail media campaigns, which will now be powered by Criteo, maximising the retailer's omnichannel capabilities. Brands and advertisers can now activate online retail media campaigns, such as sponsored product ads on relevant search, category and department pages on DavidJones.com, to increase product visibility and sales. The partnership plans to expand to activate offsite advertising for endemic and non-endemic brands.

Colin Barnard, Managing Director, ANZ, at Criteo, "We've built an open and transparent retail media ecosystem that helps brands, agencies and retailers deliver relevant content to shoppers directly at the pivotal point of purchase. We are proud to be building our client base in Australia, and to support David Jones, a market-leading premium retailer, by powering their online retail media initiatives. Onsite and offsite retail media has many benefits, offering brands strong return on ad spend due to the use of high quality first-party data. Criteo's services bring a world class range of retail media solutions for Australian businesses in a market with few options historically."