e recognition will be used by Criteo in order to connect online and off-line channels.

The commerce media platform Criteo announced a partnership between Phuzion Media, a mobile image recognition company based in the U.K. The partnership aims to connect data from traditional media such as catalogs, direct mail and other offline experiences, with digital conversions.

Matt Hurle said, “The Phuzion Platform is a natural downstream extension of our media inventory management system,” a Critero Company. “We handle the buying, selling and data gaps of omnichannel retail advertising media together with Criteo. Phuzion allows it to be shoppable.” This is a win-win for retailers, brands, and consumers alike.

QR codes are not required. Phuzion’s solution is QR code-free. The lens of the mobile phone is used to connect customers with the product that they wish to research or buy. The hard copy is not required to be changed.

Phuzion has already worked with major British retailers such as Sainsbury’s Marks & Spencer, and Very. They integrate into their apps or mobile websites.

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Why do we care? Welcome the ‘phygital world’. is what many are already calling it . More and more tech vendors are looking for ways to connect ecommerce with brick-and mortar interactions. In this case, it’s print-and paper.

The retailers can now (more easily than ever before) connect magazine engagement, direct mail, catalog engagement, and display advertising with digital engagement and purchases. This should improve attribution for these offline sources, and allow for better media evaluation.

The original post Using image recognition, Criteo will help connect online and off-line channels first appeared on MarTech.