New York, USA – Criteo has announced a new integration with Google for onsite retail media, naming Criteo as Google’s first partner in the space. The collaboration is aimed at expanding opportunities for brands within the digital commerce sector.
The integration, initially launching in beta for select customers in the Americas, will be available through Google Search Ads 360, with future plans to expand globally and into additional Google Marketing Platform tools.
As part of the partnership’s first phase, more than 200 retailers in Criteo’s global network can choose to receive demand from advertisers using Search Ads 360. This will enable brands across multiple categories to create, launch, and optimise campaigns within the platform.
The companies said the partnership is designed to combine scale, efficiency, and transparency while providing unified measurement to help brands assess the incremental impact of their advertising.
“We’re focused on building a seamless commerce media ecosystem,” shared Bill Reardon, general manager for 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.”
Bill added, “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 estimate that the retail media market could reach $204 billion by 2027, though spending is currently concentrated among a few dominant players. Criteo and Google said the new integration will allow a wider set of retailers to access advertising budgets and encourage more brands to invest 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 maximise the value of their ad inventory while enabling advertisers to reach high-intent shoppers.”
