Xnurta has announced a major expansion of its AI driven advertising capabilities with the integration of Criteo’s Retail Media API, marking a step forward in simplifying campaign management for brands operating across multiple retail media networks. The company, recognized for its agentic AI powered platform, will now allow advertisers to create, monitor, and optimize campaigns across Criteo’s network of 225 retailers directly within Xnurta. This development aims to reduce the growing complexity that advertisers experience as retail media continues rapid expansion worldwide.
The rise of retail media has brought with it a significant challenge in fragmentation. According to Mimbi, more than 275 retail media networks now compete for attention and investment. A recent survey from eMarketer further highlights this obstacle, noting that 55 percent of respondents see the absence of standardization across these platforms as the biggest difficulty when dealing with retail media investments. With budgets spreading thin across different marketplaces, advertisers are demanding simplified systems that help streamline performance management and data activation.
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“Criteo works with over 225 retailers globally,” said Kashif Zafar, CEO of Xnurta. “This unlocks massive amounts of audience data and ad inventory for Xnurta’s users. With Xnurta’s award-winning agentic AI which has grown and excelled in the Amazon and Walmart context, we’re now expanding our platform to cover a much larger portion of the retail media map. Xnurta simplifies campaign management across marketplaces by providing a unified platform to learn from data, execute optimizations, and monitor performance at scale.”
Industry partners believe this integration pushes the company’s vision even further. “For years, Xnurta has driven innovation across Amazon and Walmart Advertising, and this new release takes that vision even further,” said Sha Atakhanov, Vice President of Marketing and Ecommerce at Boiron. “By integrating Criteo into their platform, they’re empowering eCommerce brands to unify and optimize marketplace campaigns within a single, powerful solution. I’m excited to see how Xnurta continues expanding innovative solutions across global retail media networks.”
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The addition of Criteo will allow users to gain deeper insight into how campaigns perform across retailers by consolidating reporting and analytics in one environment. Advertisers will also be able to automate a wide range of functions, including performance optimization and large scale adjustments, using intelligent rule based systems built into Xnurta’s unified platform. The company believes that this centralized structure will support more efficient growth and stronger returns for brands balancing investments across Amazon, Walmart, and now Criteo.
With this integration, Xnurta positions itself as a stronger central hub for retail media strategies and a key provider of real time advertising intelligence. The capability is currently available in a closed beta phase, with broader rollout expected later in the year, giving brands more time to prepare for a more connected retail media approach.
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