Criteo, Zepto Collaborate for Personalized Offsite Media Campaigns

In an era where consumer behavior is rapidly shifting towards quick commerce, two industry leaders—Criteo and Zepto—have announced a strategic collaboration to transform how brands engage with shoppers in India. The partnership leverages Criteo’s Retail Media Offsite platform to deliver highly personalized and contextual ad experiences for consumers, extending Zepto’s advertising reach beyond its app and website.

A Leap Beyond the App

Until now, most retail media campaigns were limited to in-app promotions and closed platforms. With this new partnership, Zepto can help brands connect with consumers across the open internet. Criteo’s AI-powered technology enables full-funnel advertising strategies that go beyond simple awareness campaigns to include retargeting, personalized product recommendations, and contextual engagement across multiple digital touchpoints.

This means a user who browses or purchases products on Zepto can later be shown relevant brand messages on external websites and apps they visit, thereby improving recall and conversion. This innovative approach ensures that marketers meet the consumer at multiple stages of their shopping journey.

Voices from Leadership

Devendra Meel, Chief Business Officer at Zepto, highlighted the significance of the partnership: “Quick commerce is no longer just a convenience; it’s shaping the way Indians shop. By collaborating with Criteo, we aim to enhance brand visibility and deliver highly relevant content to users at the right time and place.”

Similarly, Medhavi Singh, Country Head of Criteo India, shared: “Zepto’s disruption in the quick commerce space perfectly complements our Retail Media Offsite capabilities. Our technology enables brands to not just reach consumers but also engage them meaningfully throughout their journey—from awareness to purchase.”

Why It Matters

Quick commerce has seen explosive growth in India, with platforms like Zepto, Blinkit, and Swiggy Instamart competing to deliver groceries and essentials within minutes. According to industry estimates, the segment is expected to grow 75–100% year-over-year, fueled by consumer demand for speed and convenience.

This creates a huge opportunity for brands—but also a challenge. Capturing consumer attention across multiple platforms while maintaining personalization and relevance is no easy task. Criteo’s technology bridges this gap by using real-time data and intent signals to power dynamic, targeted advertising.

Strategic Benefits for Brands

The Criteo-Zepto partnership offers several advantages:

1. Expanded Reach: Brands can now engage shoppers outside Zepto’s ecosystem, increasing visibility.

2. Personalized Ads: AI-powered insights ensure ad creatives and messages are tailored to user behavior.

3. Full-Funnel Strategy: Ads can target customers from discovery to purchase, improving ROI.

4. Improved Attribution: Offsite campaigns make it easier to track the impact of ads beyond the app.

For marketers, this integrated approach means higher engagement and better campaign performance, while for consumers it translates into more relevant and timely content.

Retail Media and the Future of Quick Commerce

Retail media is emerging as a significant revenue driver for quick commerce platforms worldwide. India, with its rapidly digitizing consumer base, is becoming a testbed for such innovations. Criteo’s global expertise combined with Zepto’s growing popularity positions this partnership as a game-changer in the digital advertising ecosystem.

Industry experts believe this collaboration is just the beginning. As AI-driven personalization matures and brands increasingly demand measurable ROI, partnerships like this will shape the future of retail media in India.

Looking Ahead

With this move, Zepto is not only strengthening its revenue streams but also positioning itself as an essential advertising platform for brands targeting urban millennial and Gen-Z shoppers. Meanwhile, Criteo continues to expand its footprint in India, tapping into one of the fastest-growing digital economies in the world.

By integrating real-time consumer insights with omnichannel advertising, the Criteo-Zepto alliance signals a shift towards a more connected, predictive, and consumer-focused retail media landscape.