Criteo
- Company typePublic
- Founded2005
- HeadquartersParis, France
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
Criteo firmographics
Firmographics- Name
- Criteo
- Legal name
- Criteo S.A.
- Website
- https://criteo.com
- Company type
- Public
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Criteo industry classification
Industry- Product category
- Commerce Media & Retail Media Technology
- NAICS
- Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)
- akta.pro secondary industries
- Marketing Automation & Campaign Management CRM (HDAEAFAB), E-commerce & Retail CRM (Customer Data, Loyalty & Personalization) (HDAEAFAE), CRM Data Quality, Enrichment & CDP-Adjacent CRM (HDAEAFAJ), Customer Journey Orchestration & Campaign Management (BPAFAFAF)
Keywords
Where Criteo is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices3 records
Markets served
Criteo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales
Revenue model
- Performance Media: Fees charged to brands and agencies for running programmatic performance advertising campaigns (retargeting, customer acquisition, video) across the open internet; activated media spend surpassed $1 billion in Q1 2026, up 8% YoY at constant currency. Revenue is recognized on a fee/commission basis on media spend managed through the platform.
- Retail Media: Revenue from retailers and brands for retail media activation on retailer sites and apps; includes sponsored product placements, display, and search ads within retail environments. The network expanded to 235 retailers. Q1 2026 retail media revenue was impacted by $27M headwind from two client scope reductions (Roundel, Uber Eats).
- Commerce Media Platform (B2B SaaS): Platform licensing and management fees from retailers, brands, agencies, and media owners accessing Criteo's Commerce Media Platform, Commerce Growth, Commerce Max, Commerce Grid, and Commerce Yield solutions; includes self-service platform subscriptions (Criteo GO).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Self-service platform for SMBs and growth-stage commerce brands; AI-powered campaign creation in ~5 clicks. |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels8 records
Criteo product offering
Product offeringCore offering
Criteo builds and operates a global Commerce Media Platform that combines programmatic performance media and retail media activation, monetization, and measurement within a single operating environment. Its standalone offerings include Commerce Growth (automated acquisition and retention), Criteo GO (self-service cross-channel AI-powered campaigns for SMBs), Commerce Max (retail media access to 200+ retailers), Commerce Grid (commerce SSP for media owners), and Commerce Yield (retailer monetization). Underlying technology includes Commerce AI, Predictive Bidding, Shopper Graph identity resolution, Dynamic Creative Optimization+ (DCO+), Product Recommendations, and Agentic Audiences, all trained on 18+ years of commerce data covering 740M daily active users, $1T+ in annual transactions, and 5B product SKUs.
Product overview
Criteo operates as a unified commerce intelligence platform combining multiple products and modules. The core Commerce Media Platform serves as the central hub connecting onsite and offsite retail media activation. The platform portfolio includes: Commerce Growth for automated performance advertising; Criteo GO for self-service AI-powered campaign management; Commerce Max for brand/agency retail media access; Commerce Grid as the SSP for media owners; and Commerce Yield for retailer monetization. Supporting these are AI technology layers including Commerce AI, Predictive Bidding, Shopper Graph, Dynamic Creative Optimization+, and Product Recommendations. Solutions span the full funnel from Customer Acquisition and Commerce Audiences at top-of-funnel, through Video Advertising and Dynamic Retargeting, to Customer Retention, all unified by the Addressability solution addressing post-cookie identity challenges. The platform leverages data from 740M daily active users, $1 trillion in annual transactions, and 5B product SKUs to power AI-driven advertising across display, video, native, social, and retail media channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Commerce Media Platform Unified commerce media platform for the open internet combining onsite and offsite retail media activation, monetization, and measurement within a single operating environment for brands, retailers, agencies, and media owners.
- Commerce Growth Automated performance advertising platform for marketers and agencies delivering top-to-bottom-funnel outcomes using Criteo's commerce AI for acquisition and retention.
- Criteo GO AI-powered self-service performance advertising platform enabling brands of any size to launch cross-channel campaigns in as few as five clicks, with automatic budget optimization across display, video, native, and social formats.
- Commerce Max Retail media on the open internet platform giving brands and agencies access to 200+ retailers in one platform with standardized closed-loop measurement across the retail media ecosystem.
- Commerce Grid Commerce SSP for media owners, agencies, and retailers providing curated programmatic demand from 17,000 brands and connecting media and commerce through programmatic activation.
- Commerce Yield Retail media monetization platform for retailers, marketplaces, and commerce companies to control, scale, and maximize digital asset monetization through flexible modular solutions.
- Commerce AI Core AI technology powering Criteo's platform, using advanced AI trained on 18+ years of commerce data to optimize campaign performance across all Criteo solutions.
- Predictive Bidding AI-powered bidding technology that sets optimal bids based on the predicted value of each user impression to maximize efficiency while maintaining target cost of sale.
- Shopper Graph Identity resolution technology that connects shopper IDs and commerce data across devices and environments to scale and optimize campaigns through cross-device matching.
- Dynamic Creative Optimization+ (DCO+) Real-time creative personalization technology that dynamically selects design elements, products, and messaging based on 120+ shopper intent signals, achieving up to 31% improvement in click-through rates.
- Product Recommendations Intent-based recommendation engine that determines the right products for every shopper, driving more sales through personalized product suggestions based on real shopping behavior.
- Retail Media Solution Retail media solution enabling brands to reach and convert shoppers with relevant ads near the digital point of sale, accessing 200+ retailers in the Criteo network.
- Customer Acquisition Performance media solution for reaching new customers likely interested in a brand but unfamiliar with it, leveraging commerce data and AI-powered targeting across the open internet.
- Dynamic Retargeting Retargeting solution that increases conversions from existing customers through personalized product ads delivered across media owners, with AI-driven creative and bidding.
- Addressability Multi-pronged addressability solution addressing the deprecation of third-party cookies through first-party data, hashed email matching, and contextual signals to maintain audience reach and targeting precision.
Quantifiable outcome
- 167% year-over-year sales growth for FreshDirect using Criteo's Retail Media Platform
- +10 more outcomes
Companies that use Criteo
Customer profileNamed customers19 records
Segments8 records
Ideal customer profiles5 records
Criteo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability10 records
Feature7 records
Criteo partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, minor and flagship.
- Albertsons Media CollectivecoreAlbertsons Media Collective integrated Criteo's sponsored product discovery into its AI-powered conversational search experience within the Albertsons app. Criteo places sponsored products into conversational search product carousels, positioning brands closer to purchase moments during exploratory searches. This is claimed as the first such integration for a U.S. retailer, with over 85% of Albertsons' AI conversations beginning with open-ended questions. McCormick is cited as an early participant.
- OpenAIcoreOpenAI partnered with Criteo and StackAdapt to bring familiar advertising workflows to ChatGPT's nascent ad format, targeting small and local businesses. OpenAI is expanding its advertising strategy to include self-service ad buying without minimum spending requirements. Criteo was specifically named as an ad tech partner to facilitate this expansion.
- JB Hi-FiminorJB Hi-Fi, an Australian consumer electronics retailer, is building and scaling an in-store retail media network across 200+ stores in Australia using Broadsign's technology, with partnerships including Retail Media Works and Criteo to build an omnichannel retail media network. Criteo is listed as a partner within JB Hi-Fi's retail media ecosystem.
- NavanminorCriteo selected Navan as its global travel management partner to modernize its global travel program. Navan is an AI-powered corporate travel and expense platform. The platform was rolled out across 21 countries in two months, achieving a 91% employee satisfaction score and handling 85% of traveler interactions in under 60 seconds. This is a vendor relationship for Criteo's internal operations.
- Naver (ADvoost)flagshipNaver announced a strategic partnership with Criteo to link its ADvoost ad-targeting solution with Criteo's AI optimization tools, boosting shopping conversion and extending ads to external media channels in Korea's AI-driven ad market. This partnership combines Naver's dominant Korean search position with Criteo's commerce AI capabilities.
- OpenAIcoreCriteo is the first ad tech partner in OpenAI's ChatGPT advertising pilot. Criteo integrates its AI optimization tools into ChatGPT's ad platform, enabling brands to advertise within AI-driven shopping conversations. The partnership provides Criteo access to emerging advertising inventory within ChatGPT. Over 1,000 brands are live on the platform as of Q1 2026. Criteo also partnered with Smartly.io alongside OpenAI to develop conversational ad formats.
- Smartly.iocoreSmartly.io is listed alongside Criteo as a technology partner within OpenAI's ChatGPT advertising ecosystem, helping develop conversational ad formats for the platform. Both companies are working with OpenAI to expand ad capabilities within ChatGPT.
- Adobe (Experience Cloud)coreAdobe is listed as a technology partner within OpenAI's ChatGPT advertising ecosystem and is also mentioned as a key player in Criteo's programmatic ecosystem. Criteo is integrated with Adobe's advertising and experience cloud products for campaign management and measurement.
- StackAdaptcoreStackAdapt is listed as a technology partner within OpenAI's ChatGPT advertising ecosystem and is also mentioned as a Criteo alternative for transparent programmatic buying. StackAdapt and Criteo work together within the OpenAI ads ecosystem.
- KargocoreKargo is listed as a technology partner within OpenAI's ChatGPT advertising ecosystem, alongside Criteo. Kargo provides creative and campaign management capabilities within the partnership.
- Pacvue (Commerce Cloud)corePacvue (Commerce Cloud) is listed as a technology partner within OpenAI's ChatGPT advertising ecosystem alongside Criteo, providing commerce advertising management tools.
- Dentsu, Omnicom, Publicis, WPP (Agency Groups)coreMajor agency holding companies Dentsu, Omnicom, Publicis, and WPP are listed as agency partners for OpenAI's ChatGPT advertising platform, working with technology partners including Criteo. These agencies manage significant advertising budgets for global brands and represent a key distribution channel for Criteo's platform.
- DoorDash Inc.coreCriteo expanded its advertising relationship with DoorDash into Canada, positioning itself as DoorDash's extended arm for advertising sales in the Canadian market. Criteo provides branding, agency demand, and various ad formats including sponsored products, video, display, search, and social campaigns on the DoorDash platform. Early positive results have been observed from DoorDash marketing campaigns launched by Criteo in the United States. DoorDash is also a global commerce media platform with 400,000 advertisers across DoorDash, Wolt, and Deliveroo.
Scale indicators10 records
Recent moves8 records
Expansion highlights4 records
Criteo competitors and assessment
Company assessmentDirect peers
- Outbrain: Native advertising and content discovery platform. Competes with Criteo for open-internet performance media budgets and shares a similar advertiser and agency client base.
- PubMatic: Programmatic SSP and ad monetization platform. Competes with Criteo's Commerce Grid supply-side capabilities and is an alternative for transparent programmatic buying by media owners.
- StackAdapt: Self-serve programmatic DSP for multi-channel advertising. Competes with Criteo in programmatic buying and is a named OpenAI ad tech partner; positioned as a Criteo alternative for transparent programmatic buying.
- Smartly.io: AI-powered advertising automation platform focused on social and cross-channel campaign management. Direct peer in performance creative optimization and a named co-partner with Criteo in the OpenAI/ChatGPT ads ecosystem.
- Magnite: Independent SSP specializing in CTV and omnichannel programmatic. Competes with Criteo's Commerce Grid in supply-side monetization and offers overlapping capabilities for media owner demand facilitation.
- The Trade Desk: Leading independent programmatic DSP offering cross-channel campaign management. Competes directly with Criteo on open-internet performance media buying and is mentioned as a Commerce Grid DSP integration partner.
- Pacvue: Commerce acceleration platform for Amazon, Walmart, and other retail media networks. Competes with Criteo's Commerce Max in retail media activation and is also a named OpenAI ad tech partner.
- Taboola: Content discovery and native advertising platform. Overlaps with Criteo in performance media and retargeting, and competes for the same advertiser and agency budgets in the open internet.
Emerging players
- Kevel: Retail media API platform enabling retailers to build custom ad serving infrastructure. Emerging player in retail media technology competing with Criteo's Commerce Yield retailer monetization offering.
Broad incumbents
- Adobe (Advertising Cloud): Enterprise software giant with advertising and experience cloud products. Competes with Criteo in campaign management and measurement and is also a named OpenAI ad tech partner and Criteo programmatic ecosystem participant.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Criteo social profiles
Digital presenceCriteo compliance and trust
Trust signalCompliance5 records
Criteo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Criteo leadership team
Management profileNumber of profiles
Profiles12 records
Criteo subsidiaries and ownership
Company hierarchySubsidiaries3 records
Criteo funding detail
Funding detailFunding overview
Funding rounds7 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Criteo M&A and investment
M&A and investmentM&A11 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Criteo
What does Criteo do?
Criteo builds and operates a global Commerce Media Platform that combines programmatic performance media and retail media activation, monetization, and measurement within a single operating environment. Its standalone offerings include Commerce Growth (automated acquisition and retention), Criteo GO (self-service cross-channel AI-powered campaigns for SMBs), Commerce Max (retail media access to 200+ retailers), Commerce Grid (commerce SSP for media owners), and Commerce Yield (retailer monetization). Underlying technology includes Commerce AI, Predictive Bidding, Shopper Graph identity resolution, Dynamic Creative Optimization+ (DCO+), Product Recommendations, and Agentic Audiences, all trained on 18+ years of commerce data covering 740M daily active users, $1T+ in annual transactions, and 5B product SKUs.
Is Criteo a public or private company?
Criteo is a public company. It is classified as public and is currently operating.
When was Criteo founded?
Criteo was founded in 2005. It employs 1,001 to 5,000 people.
Where is Criteo based?
Criteo is headquartered in Paris, France, in the Europe region.
How does Criteo make money?
Three revenue lines are on record. Performance Media is the primary driver. The others are retail Media and commerce Media Platform (B2B SaaS).
Who are Criteo's main competitors?
Direct peers on record are Outbrain, PubMatic, StackAdapt, Smartly.io, Magnite, The Trade Desk, Pacvue and Taboola. Kevel is listed as an emerging player. Adobe (Advertising Cloud) is listed as a broad incumbent.
Does Criteo have an API?
Yes. Criteo exposes a public API. Developer documentation is at developers.criteo.com.
What industry is Criteo in?
Criteo's product category is Commerce Media & Retail Media Technology. Its primary akta.pro industry code is BPAFAFAG, Personalization, Testing & Conversion Rate Optimization (CRO), with a secondary code of HDAEAFAB, Marketing Automation & Campaign Management CRM. Its NAICS code is 541830 and its SIC code is 7310.