Criteo, a global commerce platform, has announced a new integration with Google that positions it as Google’s first onsite retail media partner, marking a significant advancement in digital commerce opportunities for brands. Initially rolling out in a limited beta to select customers in the Americas via Google Search Ads 360, this integration is planned to expand globally and eventually extend into more Google Marketing Platform tools. Through this partnership, Criteo’s network of over 200 retailer partners can opt into receiving advertising demand from Google’s platform, enabling global brands to engage with high-intent shoppers across a wide variety of product categories.
This collaboration provides advertisers with a powerful combination of scale, efficiency, and transparency, allowing them to create, launch, and optimize campaigns efficiently within Search Ads 360 while tapping into Criteo’s expansive retail media inventory. One of the key goals is to offer unified measurement capabilities to retailers, allowing brands to clearly understand how their advertising drives incremental impact. This understanding supports smarter budget allocation, improves campaign performance, and boosts confidence in investment decisions.
Marketing Technology Insights: BILI Social Names Dr. Wei Sun Director of AI To Drive Next Innovation Phase
Bill Reardon, General Manager of Google’s Enterprise Platform, highlighted the focus on building a seamless commerce media ecosystem that connects advertisers with customers at critical shopping moments through sponsored product ads onsite. He emphasized that pairing this partnership with Google’s existing offsite advertising solutions in Performance Max and Shopping Ads aims to provide advertisers and agencies with a more comprehensive view of their advertising effectiveness, encouraging smarter decisions and more impactful campaigns.
The retail media industry is projected to reach $204 billion by 2027, but current spending is heavily concentrated among a few dominant players. This partnership is expected to help level the playing field by empowering a broader range of retailers to attract advertising budgets and enabling more brands to invest with confidence across the broader digital commerce ecosystem.
Marketing Technology Insights: Reputation Launches New AI Products To Elevate Brand Intelligence
Sherry Smith, President of Retail Media at Criteo, expressed enthusiasm about welcoming Google as one of their largest retail media partners. She noted that this integration will help retailers grow their media programs and maximize the value of their available ad inventory, while advertisers gain access to high-intent shoppers through Criteo’s extensive global retail network.
Marketing Technology Insights: PubMatic Sues Google To Restore Fair Competition in Digital Advertising
For media inquiries, you can write to our MarTech Newsroom at sudipto@intentamplify.com
