Criteo Partners with Google to Expand Onsite Retail Media Capabilities
On September 10, 2025, Criteo (NASDAQ: CRTO), a renowned global platform that connects the commerce ecosystem, announced a groundbreaking integration with Google for onsite retail media. This collaboration is particularly notable as Criteo has been recognized as Google's inaugural onsite retail media partner, a move that significantly expands opportunities for brands navigating the digital commerce space.
The partnership will initially be rolled out through a beta program involving select clients in the Americas via Google Search Ads 360, with intentions to broaden its scope globally and include more tools from the Google Marketing Platform. This initial phase allows more than 200 retailers in Criteo's global network to tap into demand generated from the Google Search Ads 360 platform, thereby connecting renowned brands across various categories.
For advertisers, this integration presents an exceptional opportunity to harness scale, efficiency, and transparency. It empowers them to create, launch, and optimize campaigns seamlessly across a vast network of retailers using the Search Ads 360 platform. Notably, this partnership aims to deliver unified measurement for retailers, granting brands insight into how their advertising contributes to incremental impact. This capability not only enhances budget allocation but also strengthens performance and boosts confidence in investment decisions.
Bill Reardon, the General Manager of Enterprise Platform at Google, expressed the focus on building a seamless commerce media ecosystem through this collaboration. He stated, “With Criteo's extensive network of retail partners, we're enabling advertisers to reach consumers at critical junctures during their shopping journey on-site, particularly through sponsored product advertisements.” This initiative complements Google’s existing offsite offerings like Performance Max and Shopping Ads, aimed at providing advertisers and agencies with comprehensive insights into their advertising performance, enabling improved decision-making.
Industry forecasts predict that the retail media sector will burgeon to an impressive $204 billion by 2027, although spending patterns currently remain concentrated among a few dominant players. The integration between Criteo and Google seeks to democratize opportunities in the retail media landscape, enabling a broader range of retailers to attract advertising budgets while allowing more brands to invest confidently in the expansive ecosystem. This democratization is achieved by facilitating access to new advertising funds and demonstrating clear proof of incremental results.
Sherry Smith, President of Retail Media at Criteo, shared her enthusiasm for the partnership, stating, “We're thrilled to welcome Google as a key retail media partner, facilitating scalable brand advertising for retailers on the Criteo platform.” By connecting a broader array of brands to its global retail network and deepening current partnerships, Criteo aims to enable retailers to enhance their media programs, ultimately maximizing the value of their advertising inventory while helping advertisers reach consumers ready to make a purchase.
Advertisers interested in joining the beta phase of the integration can reach out to their dedicated Google account teams to check their eligibility status. For additional information on Criteo's retail media offerings, stakeholders can visit the official Criteo website.
In summary, the collaboration between Criteo and Google signifies a pivotal moment in the retail media domain. By merging their strengths, they are poised to reshape the advertising landscape within digital commerce, ushering in a new era of possibilities for brands and retailers alike.
Expanded Integration for Retail Media
The partnership will initially be rolled out through a beta program involving select clients in the Americas via Google Search Ads 360, with intentions to broaden its scope globally and include more tools from the Google Marketing Platform. This initial phase allows more than 200 retailers in Criteo's global network to tap into demand generated from the Google Search Ads 360 platform, thereby connecting renowned brands across various categories.
For advertisers, this integration presents an exceptional opportunity to harness scale, efficiency, and transparency. It empowers them to create, launch, and optimize campaigns seamlessly across a vast network of retailers using the Search Ads 360 platform. Notably, this partnership aims to deliver unified measurement for retailers, granting brands insight into how their advertising contributes to incremental impact. This capability not only enhances budget allocation but also strengthens performance and boosts confidence in investment decisions.
Insights and Industry Impact
Bill Reardon, the General Manager of Enterprise Platform at Google, expressed the focus on building a seamless commerce media ecosystem through this collaboration. He stated, “With Criteo's extensive network of retail partners, we're enabling advertisers to reach consumers at critical junctures during their shopping journey on-site, particularly through sponsored product advertisements.” This initiative complements Google’s existing offsite offerings like Performance Max and Shopping Ads, aimed at providing advertisers and agencies with comprehensive insights into their advertising performance, enabling improved decision-making.
Industry forecasts predict that the retail media sector will burgeon to an impressive $204 billion by 2027, although spending patterns currently remain concentrated among a few dominant players. The integration between Criteo and Google seeks to democratize opportunities in the retail media landscape, enabling a broader range of retailers to attract advertising budgets while allowing more brands to invest confidently in the expansive ecosystem. This democratization is achieved by facilitating access to new advertising funds and demonstrating clear proof of incremental results.
Sherry Smith, President of Retail Media at Criteo, shared her enthusiasm for the partnership, stating, “We're thrilled to welcome Google as a key retail media partner, facilitating scalable brand advertising for retailers on the Criteo platform.” By connecting a broader array of brands to its global retail network and deepening current partnerships, Criteo aims to enable retailers to enhance their media programs, ultimately maximizing the value of their advertising inventory while helping advertisers reach consumers ready to make a purchase.
How to Participate
Advertisers interested in joining the beta phase of the integration can reach out to their dedicated Google account teams to check their eligibility status. For additional information on Criteo's retail media offerings, stakeholders can visit the official Criteo website.
In summary, the collaboration between Criteo and Google signifies a pivotal moment in the retail media domain. By merging their strengths, they are poised to reshape the advertising landscape within digital commerce, ushering in a new era of possibilities for brands and retailers alike.
Topics Consumer Products & Retail）
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