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CJ ENM partners with France's Criteo to introduce TV Audience Extension technology

By Lim Chang-won Posted : May 13, 2022, 14:39 Updated : May 20, 2022, 08:50

[Courtesy of CJ ENM]

SEOUL -- CJ ENM, a top media company in South Korea, partnered with Criteo, a Paris-based commerce media platform, to introduce "TV Audience Extension," a full-funnel marketing feature that combines TV broadcast advertisements and audience-first display advertisements.

TV Audience Extension matches target users and discovers potential consumers with Criteo's Shopper Graph which is the world's largest commerce data, combined with Criteo's superior machine learning technology. Publishers can choose to maintain an ad-free site while still monetizing their audience. Regardless of their ad-serving practices, publishers can use TV Audience Extension to generate revenue by providing advertisers with the ability to track their unique audience and keep contacting them with advertisements across the web.

"TV commercials based on media and content competitiveness of CJ ENM will meet Criteo's innovative technologies to maximize advertiser performance, supporting CJ ENM’s advertisers by total marketing solutions," CJ ENM's media solution division head Lee Sang-moo said in a statement on May 13.

CJ ENM's high-quality content broadcasting advertising will be combined with an audience-first marketing solution by Criteo’s technology. Through the "TV-to-Digital" strategy partnership, Criteo and CJ ENM will cooperate in the full-funnel marketing solution business that combines TV commercials and digital advertisements.

"Criteo and CJ ENM will provide advertising capability that will meet the needs of our clients even more strongly with the collaboration on our TV Audience Extension, combining the strengths of the two companies," Criteo Korea's country director Kim Do-youn said.

Criteo's TV Audience Extension (TVAex) overcomes the limitations of TV advertisements such as difficulty to measure data on customer's purchase journey and supports optimal use of them. TVAex matches target users and discovers potential consumers with Criteo's Shopper Graph which is the world's largest commerce data, combined with Criteo’s superior machine learning technology. 

Criteo's AI engine analyzes data transmitted through an API linked to CJ ENM in real time to generate highly relevant advertisements and exposes them to more than 5,000 premium affiliated media companies. It can measure, monitor, and use data from advertisement exposure to purchase throughout the user's journey for marketing optimization. It will not only improve brand awareness and consideration for users who watched CJ ENM's highly influential channel broadcast advertisements, but also expand user engagement and conversion by switching to digital.


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