The partnership will see LiveRamp’s data collaboration platform used alongside Criteo’s Commerce Yield monetisation tool to support retailers’ first-party targeting and the attribution capabilities of their media networks.

The two companies said this would include access to high value audience segments built on both online and in-store purchase data and improved reporting of sales data across all channels.

The partnership, according to LiveRamp and Criteo, would support retailers’ ability to raise revenue from retail media and also strengthen relationships with customers.

Boots has agreed to be the launch partner for the collaboration between LiveRamp and Criteo, using Boots’ Advantage Card data alongside online exposure and offline sales data.

Hugh Stevens, UK managing director at LiveRamp, said: “Collaboration is key to the success of retail media, and we’re delighted that Boots will be the first retailer to benefit from LiveRamp’s partnership with Criteo in the UK.

“This partnership supports brands and retailers in the next stage of growth, enabling brands using Boots Media Group to understand the true value of on-site retail media activation for offline conversions and to accelerate ad revenue for our retailer partners.”

Jill Orr, managing director, enterprise, Europe, Middle East and Africa at Criteo, added: “As leaders in retail media activation and data collaboration respectively, Criteo is delighted to partner with LiveRamp to deliver more enhanced, unified data capabilities for Boots at a key moment in retail media’s evolution.

“By expanding the routes by which Boots can monetise its first-party data, measure omnichannel impact, and enhance targeting, we are unlocking new growth opportunities.” 

Ollie Shayer, omni-media director at Boots UK and Boots Media Group, said: “I am proud Boots is at the forefront of this ground-breaking collaboration with two of our key retail media partners.

“As omnichannel behaviour among consumers accelerates, we now possess unparalleled insights into our customers’ shopping journeys. This powerful partnership empowers our brand partners to fully grasp the true omnichannel impact of their on-site activities on Boots.com, driving enhanced performance and deeper consumer understanding.”