Singapore – As the global commerce industry undergoes a transformation driven by AI, collaboration, and the demand for more meaningful consumer experiences, advertising technology firm Criteo is repositioning itself to lead the charge. The company announced a refreshed brand identity and strategic vision aimed at redefining the future of commerce media.
The Paris-based firm, known for its AI-powered advertising solutions, has introduced a new tagline—“For the love of commerce”—as part of its broader push to inspire richer, more connected shopping experiences. The rebranding marks a shift from its previous slogan, “The Future is Wide Open,” signaling an evolution in its mission and ambitions.
Brendan McCarthy, chief marketing officer at Criteo, emphasised the growing influence of AI in shaping how consumers interact with commerce. “Over the past 20 years, Criteo has played a central role in building the commerce ecosystem,” McCarthy said. “We recognise that we have a tremendous responsibility to shape and improve the AI-driven commerce experience for the future.”
The rebrand comes at a time when many shoppers are feeling underwhelmed by online shopping. According to a recent Criteo study, 76% of consumers describe the digital retail experience as uninspiring or purely functional. The company aims to change that by enhancing its data-driven advertising offerings and deepening its integrations across the commerce ecosystem.
Criteo, which connects brands, retailers, and media owners with consumers, believes the future of commerce lies in creating more emotionally engaging experiences. With its global reach and access to valuable commerce data, the company is positioning itself as a pioneer in the next phase of AI-enhanced retail.
As part of the brand launch, Criteo is rolling out a global campaign beginning at the Cannes Lions International Festival of Creativity. Highlights include a heart-shaped orange hot air balloon emblazoned with the phrase “Putting heart back in the cart”, as well as surprise giveaways in local shops and cafés. The campaign will extend through 2025 with activations in key cities like London, New York, and Tokyo.
In tandem with these efforts, Criteo is launching a multi-phase influencer campaign featuring both internal and external voices to drive conversation around the evolving nature of commerce.
The rebranding initiative was developed in collaboration with The Marketing Practice and reflects Criteo’s core values of being open, collaborative, and impactful. As McCarthy explained, “This new identity captures the passion that drives us to connect the ecosystem, innovate, and support our partners’ growth.”
