Criteo and Microsoft Advertising Announce Strategic Collaboration

Criteo, the commerce media company, has announced a strategic collaboration with Microsoft Advertising to integrate Microsoft Advertising’s extensive demand with Criteo’s global network of 225 retailers. Additionally, Microsoft Advertising plans to designate Criteo as its preferred onsite media partner, extending Criteo’s monetization technology to its retailer clients. This partnership aims to create a more unified retail media ecosystem.

This collaboration will enhance the longstanding relationship between the two companies and is anticipated to generate new revenue for Criteo’s retail media network partners. It will also empower Microsoft Advertising’s 500,000+ active advertiser clients, operating across 187 global markets, to achieve stronger, measurable performance for their campaigns within a singular, unified platform.

“We’re thrilled to expand our relationship with Microsoft Advertising to make it easier for brands to buy retail media and for retailers to expand demand into their media solutions,” said Brian Gleason, Chief Revenue Officer at Criteo. “We look forward to continuing to evolve our collaboration and help drive growth across retail media.”

Criteo is also exploring the potential to leverage Microsoft Advertising’s expertise in generative AI and innovations, such as the AI-powered Retail Media Creative Studio. This tool simplifies the process for advertisers to create and optimize their ad creatives at scale using generative AI.

“Together, Microsoft Advertising and Criteo can chart a new path forward for retail media, empowering the entire ecosystem with scale, simplicity, and innovation,” said Lynne Kjolso, Vice President of Global Partnerships and Retail Media at Microsoft Advertising. “We’re pleased to further our integration with Criteo, a leader in retail media and performance advertising, and look forward to exploring future opportunities.”

The demand integration and preferred onsite collaboration are expected to roll out in the second half of 2024.