New York: Criteo, the global platform connecting the commerce ecosystem, has announced a new integration with Google for onsite retail media, marking a significant milestone in expanding opportunities for brands across the digital commerce landscape. With this collaboration, Criteo has been named Google’s first onsite retail media partner.
The integration will initially be available in a limited beta for select customers in the Americas through Google Search Ads 360, with plans to expand globally and into additional Google Marketing Platform tools.
Through this first phase, Criteo’s global network of over 200 retailers can opt into receiving demand from the Google Search Ads 360 platform, enabling global brands to connect with high-intent shoppers across diverse categories. For advertisers, the partnership offers scale, efficiency, and transparency, along with the flexibility to create, launch, and optimize campaigns across Criteo’s retailer network within Search Ads 360. The integration also aims to provide unified measurement for retailers, helping brands better understand incremental impact and make smarter budget allocation decisions.
“We’re focused on building a seamless commerce media ecosystem,” shared Bill Reardon, General Manager, Enterprise Platform at Google. “With Criteo’s expansive network of retailer partners, we’re helping advertisers connect with customers at a critical moment in their shopping journey: onsite, through sponsored product ads. Coupled with our existing suite of offsite solutions in Performance Max and Shopping Ads, our goal is to empower advertisers and agencies with a more complete view of their advertising performance, enabling smarter decisions and more effective campaigns.”
Industry forecasts project that retail media will reach $204 billion by 2027. However, spend remains concentrated among a few dominant players. This collaboration aims to level the playing field by empowering a wider set of retailers to attract budgets and enabling more brands to invest confidently across the ecosystem.
“We’re excited to welcome Google as one of our largest retail media partners, bringing scaled brand advertising to retailers on the Criteo platform,” said Sherry Smith, President of Retail Media at Criteo. “By connecting more brands to our global retail network and deepening investments from existing ones, we’re helping retailers grow their media programs and maximize the value of their ad inventory while enabling advertisers to reach high-intent shoppers.”
Advertisers interested in participating in the beta can contact their Google account team to assess eligibility.
