Criteo announces new integration with Google for onsite retail media that aims to 'level playing field'

AdTech firm Criteo has announced a new integration with Google for onsite retail media, initially available through a limited beta to select customers in the Americas.

In the first phase of the partnership, Criteo’s network of retailers will be able to opt in to receiving demand from the Google Search Ads 360 platform. The integration promises a combination of scale, efficiency and transparency with the flexibility to create and optimise campaigns.

The aim here is to help level the playing field in retail media by allowing a more diverse range of retailers to attract budgets and more brands to invest. 

"We're focused on building a seamless commerce media ecosystem,” says 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."

“We’re excited to welcome Google as one of our largest retail media partners, bringing scaled brand advertising to retailers on the Criteo platform,” adds 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 programmes and maximise the value of their ad inventory while enabling advertisers to reach high-intent shoppers.”

Earlier this year, Criteo appointed Michael Komasinski as Chief Executive Officer and a member of the board. Komasinski brings over two decades of experience in AdTech and building brand and retail relationships globally. He previously served as CEO of the Americas, President of Global Data & Technology, and member of the group executive management team at dentsu.

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.