Criteo and Mirakl Ads Partner to Enhance Marketplace Advertising Efficiency
In the rapidly evolving landscape of eCommerce, the partnership between Criteo and Mirakl Ads marks a significant stride in powering the retail media ecosystems. As of July 17, 2025, Criteo, known for its robust commerce ecosystem connections, and Mirakl Ads, the frontrunner in eCommerce solutions, have announced a global integration aimed at capturing a substantial slice of the fast-growing retail media market.
The retail media sector, projected to reach an astounding value of $204 billion by 2027, represents a burgeoning opportunity particularly for mid-to-long-tail advertisers. These brands, often overlooked in favor of larger players, can now leverage the innovative solutions brought forth through Criteo and Mirakl's collaboration. By uniting ad serving technology with integrated workflows, billing, and reporting, the initiative targets the often unexplored segment of retail media networks, allowing retailers to tap into a diverse group of advertisers.
The crux of this collaboration is to facilitate better access and functionality for mid-to-long-tail advertisers. These entities generally encompass smaller brands and marketplace vendors that, while individually modest, together contribute significantly to advertising spending. Research from SmartScout indicates that these third-party sellers spend considerably more—127%—compared to first-party brands on platforms like Amazon, underscoring their potential impact on the retail landscape.
This partnership's significance is amplified by the implementation of automation and self-service tools, empowering these smaller advertisers to efficiently scale their retail media efforts across various marketplace platforms. With the dual approach of combining Mirakl's extensive ecosystem of third-party sellers with Criteo's ad-serving technology, retailers can now unlock previously untapped revenue streams at scale.
Melanie Zimmermann, General Manager of Global Retail Media at Criteo, emphasized the evolving nature of retail media, stating, "As retail media evolves, retailers are seeking streamlined solutions to grow demand and connect with diverse brand partners." She noted that the integration allows third-party advertisers to effortlessly launch campaigns that enhance product diversity without complicating operational processes.
Alongside this, Octavie Gosselin, Global Vice President of Mirakl Ads, expressed enthusiasm over the new capabilities that this partnership will offer to retailers. "We're thrilled to offer this integrated capability to retailers who want to unlock the untapped power of mid-to-long-tail advertisers through automation and self-service," he shared, highlighting an important trend towards automation in retail advertising.
As the need for diverse and efficient advertising solutions grows, this collaboration is set to redefine how smaller brands interact within the retail media sphere. Adopting AI-driven technology for campaign execution not only streamlines operations but also enriches consumer experiences by providing a wider range of product offerings without imposing additional operational burdens on retailers.
For any retailers interested in taking advantage of this new synergy between Criteo and Mirakl Ads, further information is readily accessible through Criteo's official channels, ensuring they can remain competitive amid the evolving digital commerce landscape.
This integration symbolizes a significant leap forward in supporting mid-to-long-tail sellers as well as enhancing overall marketplace efficiencies. As both companies rally together to harness the strengths of their platforms, they are paving the way for a transformative future in retail media, benefitting advertisers, retailers, and consumers alike.
The retail media sector, projected to reach an astounding value of $204 billion by 2027, represents a burgeoning opportunity particularly for mid-to-long-tail advertisers. These brands, often overlooked in favor of larger players, can now leverage the innovative solutions brought forth through Criteo and Mirakl's collaboration. By uniting ad serving technology with integrated workflows, billing, and reporting, the initiative targets the often unexplored segment of retail media networks, allowing retailers to tap into a diverse group of advertisers.
The crux of this collaboration is to facilitate better access and functionality for mid-to-long-tail advertisers. These entities generally encompass smaller brands and marketplace vendors that, while individually modest, together contribute significantly to advertising spending. Research from SmartScout indicates that these third-party sellers spend considerably more—127%—compared to first-party brands on platforms like Amazon, underscoring their potential impact on the retail landscape.
This partnership's significance is amplified by the implementation of automation and self-service tools, empowering these smaller advertisers to efficiently scale their retail media efforts across various marketplace platforms. With the dual approach of combining Mirakl's extensive ecosystem of third-party sellers with Criteo's ad-serving technology, retailers can now unlock previously untapped revenue streams at scale.
Melanie Zimmermann, General Manager of Global Retail Media at Criteo, emphasized the evolving nature of retail media, stating, "As retail media evolves, retailers are seeking streamlined solutions to grow demand and connect with diverse brand partners." She noted that the integration allows third-party advertisers to effortlessly launch campaigns that enhance product diversity without complicating operational processes.
Alongside this, Octavie Gosselin, Global Vice President of Mirakl Ads, expressed enthusiasm over the new capabilities that this partnership will offer to retailers. "We're thrilled to offer this integrated capability to retailers who want to unlock the untapped power of mid-to-long-tail advertisers through automation and self-service," he shared, highlighting an important trend towards automation in retail advertising.
As the need for diverse and efficient advertising solutions grows, this collaboration is set to redefine how smaller brands interact within the retail media sphere. Adopting AI-driven technology for campaign execution not only streamlines operations but also enriches consumer experiences by providing a wider range of product offerings without imposing additional operational burdens on retailers.
For any retailers interested in taking advantage of this new synergy between Criteo and Mirakl Ads, further information is readily accessible through Criteo's official channels, ensuring they can remain competitive amid the evolving digital commerce landscape.
This integration symbolizes a significant leap forward in supporting mid-to-long-tail sellers as well as enhancing overall marketplace efficiencies. As both companies rally together to harness the strengths of their platforms, they are paving the way for a transformative future in retail media, benefitting advertisers, retailers, and consumers alike.
Topics Consumer Technology）
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