Criteo and Google announce onsite retail media integration

Criteo has announced an integration with Google that will extend onsite retail media opportunities for brands. As Google's first partner in this area, Criteo will connect its network of more than 200 retailers with advertisers through Google Search Ads 360.

The partnership begins with a limited beta for selected customers in the Americas, with plans to roll out globally and into other Google Marketing Platform tools.

Through this integration, retailers in Criteo’s network can choose to receive demand directly from Search Ads 360, giving advertisers the ability to create and optimize campaigns across Criteo’s platform within Google’s interface. The companies aim to offer unified measurement for retail media, helping brands evaluate how their advertising impacts sales and guiding more efficient budget allocation.

Bill Reardon, General Manager, Enterprise Platform, Google: "With Criteo's expansive network of retailer partners, we're helping advertisers connect with customers at a critical moment in their shopping journey: onsite, through sponsored product ads. Coupled with our existing suite of offsite solutions in Performance Max and Shopping Ads, our goal is to empower advertisers and agencies with a more complete view of their advertising performance, enabling smarter decisions and more effective campaigns."

Industry forecasts estimate that retail media spending will reach 204 billion US dollars by 2027, with most of that investment concentrated among a handful of large players. Criteo and Google aim to broaden access by directing more ad budgets toward a wider group of retailers.

Sherry Smith, President of Retail Media, Criteo: "By connecting more brands to our global retail network and deepening investments from existing ones, we're helping retailers grow their media programs and maximize the value of their ad inventory while enabling advertisers to reach high-intent shoppers."

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www.criteo.com

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