JB Hi-Fi Launches Retail Media Network With Criteo To Target Electronics Shoppers

JB Hi-Fi has partnered with Criteo to launch what it claims is Australia’s first consumer electronics retail media network, giving brands new access to high-intent audiences directly on the retailer’s digital platforms.

The partnership will initially enable advertisers to place Sponsored Product listings across JB Hi-Fi’s product listing and detail pages, with plans to expand to other formats such as display ads in future phases.

JB Hi-Fi will leverage Criteo’s Commerce Max platform and onsite retail media technology to deliver campaigns targeted at consumers during product discovery and decision-making.

“Advertiser managed retail media plays an increasingly important role in how brands engage customers during moments of active consideration,” said Gary Siewert, Director of Marketing and eCommerce at JB Hi-Fi.

“Partnering with Criteo allows us to deliver a high quality, onsite advertising experience that is relevant for shoppers and valuable for brand partners, supported by proven technology and demand expertise.”

Expanding Retail Media In Electronics

Retail media has grown quickly in packaged goods and grocery channels, but the consumer electronics segment in Australia has seen less development until now.

Criteo said the JB Hi-Fi deal helps expand its footprint in Australia’s retail media sector, while also giving advertisers a local channel to target shoppers through a trusted electronics brand.

“This partnership is a strong signal to the market that retail media in Australia continues to mature and diversify,” said Guillaume Dupont, Head of Monetisation, Retail Media at Criteo.

“By working with JB Hi-Fi, we are opening up premium consumer electronics retail media opportunities and giving brands and agencies new ways to drive performance at the point of purchase.”

JB Hi-Fi’s decision to build out retail media comes as large retailers across sectors explore ways to monetise their digital real estate while offering value to brands seeking first-party data and measurable outcomes.

The deal follows Criteo’s other retail media partnerships with David Jones and Endeavour Group and supports its broader commerce media strategy in Australia.

Powered By Criteo’s Demand And Data Tools

Criteo will provide both the demand platform and onsite activation technology for JB Hi-Fi’s advertising placements.

The company said its technology is designed to help advertisers reach high-intent shoppers and measure campaign performance in near real time.

Initial campaign formats will focus on Sponsored Products, while Display ads are being considered for a later stage. Ads will appear across JB Hi-Fi’s owned digital environments, such as its website and potentially its app.

“We selected Criteo for its onsite technology, leading demand platform and proven retail media expertise across both global and local markets,” said Siewert.

Criteo has operated in Australia since 2011 and says it has built long-standing partnerships with some of the country’s largest retailers. The JB Hi-Fi deal strengthens its presence in electronics, a high-value but previously underrepresented segment in retail media.

Future Expansion And AI Investment

Criteo said the partnership reflects its ongoing investment in AI-driven optimisation, transparency and cross-platform measurement.

The company has been pushing for broader interoperability across its retail media stack, enabling brands to run campaigns across multiple retailers with consistent targeting and metrics.

With first-party data becoming more critical in digital advertising, retail media has emerged as a way for retailers to commercialise audience insight while giving advertisers purchase-level visibility.

Criteo said the JB Hi-Fi integration aligns with this model and complements its existing retail partnerships across Australia.

Last Updated on February 11, 2026 by Nick Ross