The collaboration leverages Criteo’s Commerce Yield platform, a unified solution designed to manage advertising inventory directly on retailer websites and mobile applications. By deploying these native ad formats, Massmart intends to provide brands and third-party sellers with tools to target consumers during critical decision-making moments. The implementation is currently live on Makro.co.za, with plans to expand to the wider Massmart ecosystem in the coming months.
Massmart Partners with Criteo to Scale Retail Media in South Africa
Massmart is pivoting its digital strategy by integrating Criteo’s commerce intelligence technology across its South African e-commerce platforms. The Walmart subsidiary, which operates brands like Makro and Game, aims to monetize its digital traffic by introducing data-driven sponsored products and onsite display advertising to its online marketplace.
Aidan Johnson, Vice President of Alternative Revenue at Massmart, described the move as a core component of the company's growth strategy. He noted that the partnership provides access to global technical expertise necessary to deliver relevant shopping experiences while increasing revenue potential. For Criteo, the deal represents a significant expansion into the Middle East and Africa, a region the firm identified as a high-growth market for retail media. Alex Crowe, Managing Director of Retail Media EMEA at Criteo, emphasized that the technology offers brands transparent, closed-loop measurement of campaign performance, a critical requirement for agencies operating in the current digital landscape.
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