Criteo and Microsoft Advertising Forge Retail Media Partnership

Criteo, the Commerce Media Company, today announced a strategic partnership with Microsoft Advertising, bringing Microsoft Advertising’s very relevant demand to the Criteo global network of 225 retailers. Microsoft Advertising also intends to work in collaboration with Criteo as its leading onsite media partner, where it will extend Criteo’s monetization technology to Microsoft Advertising retailer clients and provide even more unity within the retail media ecosystem.

Criteo and Microsoft Advertising collectively aim to push the industry forward by unleashing the Criteo retailer network of enormous scale while developing a buying experience that will be much more integrated for global advertisers.

This would be an extension of the companies’ multi-year-running relationship and is expected to drive new revenue within Criteo’s retail media network partners. In turn, this will empower Microsoft Advertising’s 500,000+ active advertiser clients running campaigns across 187 global markets to drive moreNPC performance for their campaigns in one singular, unified platform.

“We’re very excited to broaden our relationship with Microsoft Advertising to make it more convenient for brands to buy retail media and easier for retailers to improve demand in 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 also eyes the potential to leverage Microsoft Advertising’s leadership in generative AI innovations such as its AI-powered Retail Media Creative Studio that enables advertisers to easily create and optimize ad creatives at scale with generative AI power.

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

Demand integration and preferred onsite collaboration are expected to be released in the second half of 2024.