Singapore – Global commerce media company Criteo has announced a strategic collaboration with Microsoft Advertising to bring Microsoft Advertising’s extensive demand to Criteo’s global network of 225 retailers. 

Microsoft Advertising also intends to work with Criteo as its preferred onsite media partner, extending Criteo’s monetisation technology to Microsoft Advertising’s retailer clients, creating an even more unified retail media ecosystem.

This collaboration would expand the companies’ longstanding relationship and is expected to bring new revenue to Criteo’s retail media network partners. In turn, it would empower over Microsoft Advertising’s 500,000 active advertiser clients that operate across 187 global markets to achieve stronger, measurable performance for their campaigns within a singular, unified platform.

Criteo is also exploring the potential to tap into Microsoft Advertising’s leadership in generative AI and innovations, such as its AI-powered Retail Media Creative Studio, which makes it easier for advertisers to create and optimise their ad creatives at scale with the power of generative AI.

Lynne Kjolso, vice president of global partnerships and retail media at Microsoft Advertising, said, “Together, Microsoft Advertising and Criteo can chart a new path forward for retail media, empowering the entire ecosystem with scale, simplicity, and innovation. We’re pleased to further our integration with Criteo, a leader in retail media and performance advertising, and look forward to exploring future opportunities.”

Meanwhile, Brian Gleason, chief revenue officer at Criteo, commented, “We’re thrilled to expand our relationship with Microsoft Advertising to make it easier for brands to buy retail media and for retailers to expand demand into their media solutions. We look forward to continuing to evolve our collaboration and help drive growth across retail media.”

Singapore – The first two weeks of Ramadan recorded up to a 47% increase in retail sales across Southeast Asia, a report from Criteo revealed. 

Among the countries in the region, the report showed that Malaysia had seen the highest average increase in sales during Ramadan, with a 40% increase. Meanwhile, Indonesia and Singapore experienced a 30% and 16% increase, respectively. 

During the first half of Ramadan, Malaysia and Singapore experienced their highest sales on April 2, with a 103% and 46% increase, respectively, compared to February 15 to 28. In contrast, Indonesia had a consistent rise in sales throughout Ramadan. Indonesia stood out as the only country with a notable surge of 79% on April 4, a day with extra discounts. This was followed by another peak of a 74% increase on April 14, a week before Eid.

Compared to 2022 retail sales, SEA has experienced an 8% year-on-year (YoY) increase in 2023, with each country in the region displaying unique spending patterns. 

The report showed that Singapore saw the highest rise in YoY sales, with a 19% uptick across its retail transactions. Malaysia follows closely with a 17% observed increase in YoY sales, highlighting strong consumer spending power during the festive period.

On the other hand, Indonesia experienced a 5% decline in year-over-year (YoY) online sales during Ramadan, suggesting a different spending pattern in the region. 

When it comes to category sales, religious and ceremonial stood out as the top-performing product category, recording a 101% increase in sales during Ramadan as compared to the average for February 15–28, 2023. Other product categories that performed well during the season also included apparel and accessories (+30%), food and beverages (+23%), and health and beauty (+16%).

Additionally, online bookings for travel also saw a 21% YoY increase during Ramadan 2023. Three days prior to Eid, the online bookings experienced an increase of up to 16% compared to the average. This increase in sales can be attributed to people attending gatherings with family and friends for celebration. 

Interestingly, the report also showed that, on average, SEA consumers start browsing 14.6 days before purchasing a product during the first two weeks of Ramadan. Changes in patterns of online shopping were also observed during the month of Ramadan, especially in Indonesia and Malaysia. 

The average sales during Ramadan outperformed non-Ramadan periods in every time slot, showing that people were actively shopping during Ramadan compared to the previous 15 days.

During iftar, or the breaking of fast, Indonesian and Malaysian retailers saw a decrease in sales more than regular days, with the fall recorded during the time slots of 18:00–19:00 (Indonesia) and 19:00–20:00 (Malaysia).

Meanwhile, during sehri, or the pre-dawn meal hours, Indonesia from 04:00-05:00 and Malaysia from 05:00-06:00 both saw an increase in sales. 

During Ramadan, shopping was spread out more evenly during midday as people were fasting during lunchtime. However, the period from 10 a.m. to 4 p.m. remained the busiest for shopping overall. In Malaysia and Indonesia, the lunchtime hours saw the highest sales activity during the day.

Singapore saw a slight increase in average sales during the 05:00–06:00 time slot. This coincided with sehri, suggesting a potential link between Ramadan practices and this buying behavior. It is important to note, however, that this trend is not observed on days outside of Ramadan.

Looking through the data from the 2023 Ramadan, Criteo’s report is also urging brands to leverage Ramadan 2024 to boost their consumer engagement. 

According to the report, marketers and retailers should opt for first-party data strategies that can readily activate data in scalable ways that benefit the consumer experience. Forward-thinking marketers and retailers will continue to fortify their data strategies to enable scalable, targeted, personalised advertising and experiences that benefit their consumers.

Marketers and retailers should also tap into a unified retail media platform. According to Criteo’s report, the majority of agencies (93%), brands (88%), and retailers (89%) stated that retail media significantly or positively affected their profits in 2023.

In fact, 79% of advertisers agreed retail media spend is more effective in terms of sales than any other channel. The data also illustrates how retail media has evolved beyond purely sponsored product ads. Overall, 85% of brands and agencies agreed that the ability of retail media to drive upper-funnel brand awareness is growing stronger, and 83% of publishers are looking to tap retail media ad spend by embedding products on their web pages, opening up more inventory opportunities for offsite campaigns. 

To grow, brands, agencies, and retailers need solutions that can bring together, streamline, and simplify the handling and assessment of retail media. This helps address challenges related to budget management and measuring ROI, which are directly linked to the broader problem of fragmentation.

Marketers can also leverage SKU (stock keeping unit) data, which includes information such as product description, price, size, colour, and other relevant details that help identify and manage inventory. By analysing individual product codes, it unlocks a wealth of insights about customer preferences and behaviour at a granular level, including fine-tuning targeting, messaging, and overall campaign resonance. 

Marketers can leverage this opportunity by dividing audiences according to specific product categories, customising advertisement content to match particular product preferences, and flexibly modifying bids based on the performance of individual products. This data-focused strategy results in exceptional optimisation and return on investment (ROI) for their campaigns.

Lastly, brands should build a seamless shopping experience. The digital and physical advertising spaces are merging to enhance consumer experiences. This convergence of online and offline domains will compel retailers and brands to expedite their journey towards a fully unified commerce landscape. 

With the influence of ROPO (research online, purchase offline) and the necessity for improved cross-channel attribution, retailers and brands must collaborate more closely to create seamless consumer journeys that enhance engagement and foster customer loyalty.

Taranjeet Singh, managing director for enterprise for APAC at Criteo, said, “Given the varied economic landscape in SEA and heightened demand during Ramadan, it is necessary for marketers to revamp their strategies to effectively reach their audience. Last year’s Ramadan data reveals the changes in SEA consumers’ shopping habits during the holy month. Marketers need to take note of the trends to ensure that their advertising strategies are effective and engaging to their audiences at the most optimal timings.”

Singapore – With Singles Day emerging as the top shopping season in Southeast Asia, over 50% of Singles Day first-time shoppers return for more, highlighting untapped potential for retailers according to a report by commerce media company Criteo.

Regionally, the report said that Singles Day emerged as the top shopping season with a 139% increase in sales while Black Friday saw a substantial 42% growth. New buyers surged by 335% on Singles’ Day, emphasising the value of acquiring them.

Specifically, Singles Day (11.11) experienced the largest increase in sales in SEA with Singapore, Malaysia, and Thailand witnessing the largest spike amongst SEA countries, with an increase of 192%, 214%, and 210% respectively. Regionally, other shopping events such as 12.12 saw sales spike by 112%.

Black Friday also rose in popularity as retailers in SEA saw a 42% increase in sales in 2022, compared to 17% in 2021. In Vietnam, retailers experienced the highest sales growth on Black Friday (+141%), which is likely due to Black Friday coinciding with the Vietnam Grand Sale 2022, a national effort to boost domestic consumption and support economic recovery in the post-pandemic period.

The report also stated that new buyer opportunities arise not only before, but also during and after key shopping events as significant spikes in purchases by new buyers rose by 335% on Singles’ Day, and 9% on Black Friday compared to September 2022. 

In addition, 51% of 2022 Singles’ Day new buyers made additional purchases from the same retailer between December 2022 and May 2023, highlighting the lasting benefits of acquiring new customers during peak events.

With this in mind, Criteo also provided some actions that brands and retailers can take such as capturing new buyer opportunities through investing in acquiring customers during the peak season, planning early for early shoppers, and launching campaigns earlier for better customer engagement. 

Talking about the results, Taranjeet Singh, managing director, enterprise, at Criteo APAC, said, “In the dynamic world of commerce, our insights from 2022’s Double Days reveal a clear trend – seasonal sales are a marathon not a sprint. At Criteo, we eagerly anticipate each year’s insights as an opportunity to empower our brand and retail partners in aligning consumers with the essentials they seek, fostering meaningful connections.” 

“By integrating data and technology, supply and demand, and online and offline realms, we empower brands to construct a comprehensive peak shopping season strategy that ensures an unparalleled multi-touchpoints customer journey,” he added. 

Singapore – WPP’s media investment group GroupM and commerce media company Criteo have announced their partnership to strengthen omnichannel commerce media capabilities in the Asia Pacific region.

This is a first-in-APAC partnership that unifies product sales data and the proprietary media solutions of GroupM with Criteo’s proximity-based insights to enable omnichannel commerce through in-store and retail media integration.

GroupM’s clients will be able to access Criteo’s insights technology to further enhance media planning, budget allocation, and best-in-class activation, enabling new levels of relevance, optimisation, and conversion.

The partnership will also expand access for GroupM’s clients to Criteo’s holistic omnichannel monetization solution, allowing retailers to manage their entire media inventory across both ecommerce and physical retail while enabling brands and agencies to seamlessly discover and purchase omnichannel media from leading retailers.

The tools now available to GroupM clients include 360° media asset activation, ranging from in-store activations such as point-of-sale displays to out-of-store activations like inbox sampling and online activations such as email and social.

Criteo and GroupM are also planning to evolve the partnership by looking at strategic opportunities across media-buying capabilities and insights to drive predictive decision-making. Their collaborative efforts to develop best practices in the area aim to unlock many exciting possibilities as a response to the continuous acceleration of commerce media.

Anita Munro, chief investment officer at GroupM APAC, said, “The innovation in commerce that will be made possible through this collaboration with Criteo is a significant and hugely exciting development for advertisers in APAC and for our industry as a whole.”

She added, “Combining Criteo’s commerce media capabilities with our own not only strengthens our commerce offering in the region but also allows us to set a new standard for what’s possible in advertising by bringing products, media, clients, and consumers closer than ever before.”

Speaking on the partnership, Taranjeet Singh, managing director of enterprise at Criteo APAC, also shared, “Together with GroupM, we are honoured to usher in the next era of omnichannel marketing in the region. This partnership represents a union of industry leadership, and we are optimistic that it will drive greater integration across omnichannel campaigns and elevate success for brands and advertisers.”

Singapore – Criteo has announced the launch of its self-service demand-side platform (DSP) ‘Commerce Max’ as well as its retailer monetisation solution suite. These retail media solutions aim at addressing fragmentation and drive commerce outcomes across the entire advertising ecosystem 

‘Commerce Max’ gives brands and agencies a single point of entry to retail media inventory onsite and across premium publishers offsite. Meanwhile, Criteo’s retailer monetisation solution suite offers retailers the means to tap previously unattainable demand by paving the way for the integration of marketplace and in-store monetisation technologies.

Brands and agencies across the globe can use ‘Commerce Max’ to access data and inventory across multiple retailers and marketplaces, finding valuable audiences on these sites and extending these audiences offsite. This is underpinned by closed-loop measurement, enabling advertisers to quickly and efficiently determine the effectiveness of campaigns and optimise accordingly. 

Moreover, Criteo’s monetisation suite marks the next phase in the development of Criteo’s core monetization technology, ‘Commerce Yield’, which will not only provides retailers and marketplaces with a complete media toolset, but also serves commerce companies such as automakers, movie theaters, transportation services, airlines, amongst others.

Megan Clarken, CEO at Criteo, said, “Our focus is enabling all commerce-driven companies to buy and sell audiences engaged in shopping. The process has to be frictionless, and it has to solve for fragmentation. With today’s launch, we’re equipping our clients with the right tools to cut through and connect in a more unified retail media ecosystem that ultimately creates more unity across the broader advertising marketplace.”

Singapore – Integral Ad Science (IAS) has announced a new partnership with commerce media platform Criteo to enable a first-to-market product for measuring onsite quality metrics for retail media. 

Through this new integration, IAS will enable viewability and invalid traffic (IVT) measurement for Criteo’s network of retail media partners, ensuring that marketers are reaching real users and maximizing engagement across this critical channel.

Powered by Criteo’s predictive AI, Criteo’s Commerce Media Platform solutions enable retailers and brands to seamlessly reach shoppers throughout their entire journey, executing efficiently and at scale on both unique retail media inventory from category-leading retailers and scaled, open web supply while offering real-time, closed-loop sales measurement. 

Through this new integration with IAS, advertisers can be confident in verifying the quality of their digital media investments.

Yannis Dosios, chief commercial officer at IAS, said, “We are excited to extend our presence in the fast-growing retail media space to meet increased demand from advertisers. Through our upcoming integration with Criteo, we can enable marketers to maximize their return on ad spend through third-party measurement across the powerful retail media networks working with Criteo. IAS has long been a major player in the retail media network space, and today’s announcement reinforces our leadership in this crucial area.”

Meanwhile, Brian Gleason, chief revenue officer at Criteo, commented, “Criteo has been a leader in the retail media space since 2016 and we are thrilled to partner with IAS to be the first to provide advertisers with transparency into their retail media campaigns via our ‘Commerce Media Platform’.”

He added, “As more industry players realize the tremendous opportunity of retail media, we remain committed to standardization that reconciles media spend with performance and building an ecosystem that drives marketers’ and retailers’ business forward.”

Singapore – Commerce media firm Criteo has announced ‘Commerce Grid’, a supply-side platform (SSP) intended particularly for publishers and agencies looking for programmatic integration of media and commerce.

Leveraging Criteo’s innovative AI technology, which analyses real-time commerce signals, advertisers can target potential buyers across multiple channels, devices, and periods of their purchasing journey by integrating these audiences with a premium inventory. Furthermore, publishers can benefit from Criteo features like shoppable formats and commerce insights.

Brian Gleason, chief revenue officer at Criteo said, “Commerce Grid is another milestone in our transformational roadmap, enabling our existing and future clients to engage in the massive commerce media opportunity. While publishers recognize the opportunity, they’ve also struggled to find a clear path on how to access commerce budgets and buyers.”

He added, “With Commerce Grid, we’re able to connect them directly to commerce demand and opportunities, while giving agencies and brands the flexibility to access desired commerce segments, coupled with premium supply, through their preferred demand platforms.” 

Omnicom Media Group (OMG), the media services division of Omnicom Group, served as the exclusive agency partner for said launch.

Megan Pagliuca, chief activation officer at OMG, commented, “Commerce Grid marks a significant step forward for the industry by enabling both flexibility and performance. This gives us a new opportunity to find and reach the right audiences by leveraging existing buying systems and workflows to deliver superior commerce outcomes for our clients.”

Singapore – To expand its client capabilities across Asia-Pacific’s retail media market, global commerce media company Criteo has announced its acquisition of Australia-based omnichannel media platform Brandcrush. Through this, Brandcrush aims to offer holistic omnichannel monetization solutions for global retailers whilst helping brands and agencies to discover and acquire omnichannel media from major retailers. 

As retail media provides revenue opportunities, retailers usually rely on emails and spreadsheets to manage packaging, availability, and purchasing of their media inventory. With the acquisition of Brandcrush, global retailers will be given the capability to able to manage a more comprehensive media inventory for both e-commerce and physical retail. 

Furthermore, the acquisition will also serve as support for the advertisers to scale their advertising through the whole omnichannel retail media landscape.

Sherry Smith, general manager of global enterprise at Criteo, said that as marketers prefer investing in retail media, offline is emerging as the new frontier; therefore, brands and agencies must be able to effectively plan, execute, and measure their campaigns in an integrated way.

“Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems,” Smith added.

Teresa Aprile, co-founder and CEO at Brandcrush, commented, “By combining forces, we’re bringing together our platform with Criteo’s best-in-class retail media technology to create the most effective monetization platform for retailers.”

Last year, it can be noted that Criteo announced its plans for its technology and analytics centre to expand its operations across APAC.

Criteo connects marketers with media owners to provide engaging shopping experiences from product discovery to purchase.

Digital advertising spend has increased, and is forecasted to grow even further. Dentsu forecasts that ad spending globally will grow by 8.7%, and that around US$738.5b will be spent worldwide this July. As part of that growth, tech companies are very eager to dip into the adtech industry, as well as improve business performance within other adtech companies.. Data from WARC suggests that globally-recognised Big Tech companies will take up about 10.0% of all worldwide ad investment by 2030.

However, as much as there is activity within the adtech industry, companies are on the brink of losing more investment, ranging from factors such as waste of ad expenditure, online misleading content, and ad fraud. These reasons, in turn, become some of the biggest issues within the adtech space, with the large majority of adtech companies rely on third-party data to carry out their advertising strategies. This is evident with the fact that Google has delayed (once again) the phasing out of third-party cookies by 2024, after being previously delayed to 2023. 

And while third-party cookies remain a dominant feature of brands’ success in the adtech scene, there is a rising trend of using alternative ways to improve their digital advertising, from use of zero-party data and contextual targeting to identity solutions.

In our newest The Inner State industry deep-dive, we spoke with three adtech industry leaders: Peter Barry, vice president of addressability at PubMatic; Kenneth Pao, executive managing director at Criteo for Asia-Pacific; and Travis Teo, executive director and co-founder at Adzymic–to learn more about their insights on the current state of the adtech industry–what needs to be changed, and how they envision the industry for the future.

On Changing Adtech Trends: How Do Industry Leaders Perceive It?

Following the changes on Google’s Sandbox Privacy and Apple’s IDFA policies, Teo commented that investment into digital advertising is becoming more industry-specific and sensitive to the macro environment.

“We see shifting of spend into performance related media due to general downtrend of public stock markets, but pockets of industries like travel and entertainment are increasing in spend. Right now, we didn’t see changes in third-party cookies or Apple IDFA, affecting the spends, but we do see advertisers starting to ask questions around these topics,” he stated.

Meanwhile, Pao commented that through these changes, they were able to trigger their efforts to find new ways to engage with consumers, as well as diversify their approach away from retargeting for the benefits of both their clients and consumers. This includes introducing commerce media solutions.

“The approach combines commerce data and intelligence to target consumers throughout their shopping journey and help marketers and media owners drive commerce outcomes. Through this, both marketers and media owners can activate their first-party data and inventory, and package this for advertisers to drive commerce outcomes,” Pao stated.

Delaying Third-Party Cookies: Should We Debate or Move On?

When asked about their perspectives regarding the recent delays made by Google on phasing out third-party cookies, all three agreed that the adtech industry should move towards an ‘open internet’ where consumers’ data sharing preferences are protected in addition to combining data and advertising to create richer online experiences for consumers. 

“As we move towards an addressable media future, Criteo will focus on enabling marketers to manage, scale, and engage their audiences, while empowering media owners to fully utilise their first-party customer data through our commerce media platform strategy,” Pao said.

Meanwhile, Teo noted that there is already a certain fatigue with regards to this topic of cookie deprecation, and that there are more topics within the adtech space marketers and advertisers should talk about.

“At the same time, the industry should move on amidst the uncertainty, and chart its own path forward, instead of relying on Google Alternative. It may be painful initially but will reap the benefits in the future,”

Furthermore, Barry noted that delaying cookie deprecation doesn’t slow their innovation, development and commitment to customers to deliver results for advertisers and publishers.

“It is not good for competition and a healthy open internet when one company makes the digital publishing and advertising world uncertain about what moves to make; the industry should welcome a move away from any one company holding all the cards and should continue to act proactively. The industry should not use this delay to stall; instead this should only encourage us to work faster,” he explained.

Barry also added, “The industry must continue to work together and test privacy-first solutions that will enable safe, data-driven advertising into the future – this news just gives the industry more time to refine technical approaches and drive greater adoption prior to the transition. The move away from third-party cookies is in line with broader global trends around consumer data protection.”

The Big Question: Is Adtech ‘Dying’?

All of the adtech leaders have agreed that the industry isn’t dying after all, but rather advertisers and marketers alike should use the foundational tools and services they have within the traditional adtech space to develop new services that will transition the industry to a more privacy-centric future. 

Teo explains, “I believe the industry will continue to thrive and adapt. We are seeing innovative solutions coming up from various partners in the industry – too many in fact, and the downside is that it can lead to confusion from brands and agencies to understand which offerings can best suit their needs.”

Meanwhile, Pao stated that instead of staying reluctant to prepare for the future of addressability, they should view this as an opportunity to explore innovative tools that can empower them to build up a stronger first-party data management strategy. 

“Rather than viewing the evolution of consumer data privacy as a conflict to existing adtech offerings, adtech firms need to understand that tech tools serve simply as means to the end-goal of helping marketers and advertisers meet consumers’ evolving needs. Hence, as the adtech landscape evolves, the priority for adtech companies remains the same – to help marketers manage, scale, and engage audiences.”

Lastly, Barry said that there is importance in recognising that the deprecation of third-party cookies is in line with broader global trends around consumer data protection, as well as that updates like it should not pause the industry’s work to find new and better ways to deliver relevant advertising to consumers.

“Simply said: we can best serve digital publishers if advertisers get strong ROI from programmatic channels. A focus on helping publishers and brands get the best out of their digital advertising in a cookieless environment will ensure that our solutions remain relevant and useful,” he explains.

What Alternative Solutions Adtech Players Are Utilising?

As adtech leaders become more mindful with the ongoing changes within their industry towards a more privacy-centric one, companies are introducing more alternative strategies to materialise their objectives of veering away from their traditional third-party data-reliant services.

For PubMatic, Barry describes the launch of the company’s ‘Connect’ solution, which ensures publishers and advertisers that could thrive in a world without third party cookies.

“We also launched ‘Identity Hub’ a few years ago, providing a seamless transition from third-party cookies to consumer opt-in based first-party identity, which improves ad personalisation for consumers and provides higher ROI for advertisers,” he said.

Meanwhile over at Criteo, Pao says they are continuing to invest in the growth of their first-party data powered ‘Commerce Media’ solutions, including their ‘Retail Media’ offerings. According to him, they aim to build a unified platform and data source for marketers and media owners that will enable responsible addressable media for the future.

“Over the past couple of years, our solutions have grown to span the entire consumer commerce journey, from discovering brands and products for the first time to ensuring the best opportunities for a sale, to making each subsequent visit more profitable and privacy-safe,” Pao said.

He also added, “Ultimately, we’re using innovative adtech tools to remain laser focused on meeting our end-goal – helping marketers and media owners work with consumers to create a transparent and vibrant open internet for all stakeholders.”

So, What’s Next for the Adtech Industry?

The addressable media and more involvement from more brands tapping into the adtech space: these are the factors adtech leaders see as the future of the adtech industry. For context, addressable media is defined as the type of advertising that connects brands with individual consumers across multiple online advertising platforms, social media, OTT (over the top) content providers, and smart TV platforms.

“The future of adtech will continue to be bright and at the same time getting more competitive and more fragmented. You can see that big global companies like Netflix, Disney, Apple, and regional players like Grab, Carousell are aggressively entering the adtech fray, each offering their own media and data solutions,” Teo explains.

Pao also agrees with this, stating that it is time that we see these changes as opportunities to test new methods for engaging consumers online and approach them with an open mind as the industry moves towards an addressable future in an open internet.

“Four in ten [brands] [in APAC] say their current marketing practices rely on third-party cookies, and that they’re concerned about the elimination of third-party cookies. Brands and marketers should prioritise building up their first-party data strategies and invest in solutions throughout commerce media platforms to help analyse and execute data-driven consumer engagement. Only then can they remain future-proof as the industry evolves.”

Meanwhile, Barry notes that the future of adtech is evident with both publishers and advertisers moving away from walled gardens because they aren’t aware of what’s going on with their investments on those platforms.

“We know there is more change to come as the programmatic industry grapples with the future of identity, and buyers access a much wider array of inventory. We, too, will continue to innovate and evolve to maximise control and value to both publishers and media buyers. This is only the beginning of the next phase of programmatic,” Barry stated.

India – Global adtech Criteo has announced plans for its first regional Technology Operations and Analytics Centre in Hyderabad City in Telangana, India, with the aim to strengthen its support for clients and partners. This centre is part of the adtech’s strategic plans to expand and scale its operational capabilities across APAC and beyond. 

Hyderabad was selected as the headquarters of Criteo’s regional technology centre given the location’s strategic connection to the information technology (IT) industry and its concentration of talent, robust IT infrastructure, and long-term growth potential. This centre seeks to support Criteo’s operations in India, Southeast Asia, Australia-Pacific, Greater China, South Korea, and Japan. Its digital advertising services (AdOps) function will also support Criteo globally, including EMEA and Americas.

Moreover, Criteo is also planning to hire around 150 engineers, data analysts, and solution architects over the next two years. By expanding its talent pool to scale operations and accelerate co-innovation of AdOps solutions with regional customers and partners, the adtech progresses on its commitment to power the world’s marketers and media owners with trusted and impactful advertising.

Kenneth Pao, Criteo’s executive managing director for APAC, said, “Over the past few years, Hyderabad has transformed into a global tech hub, with its immense growth potential and vast talent pool. With the development of this centre in a strategic location, Criteo remains committed to supporting our regional customers and partners by scaling our operational capabilities and ensuring that they can innovate with leading AdTech solutions created for the fair and open internet.”

Apart from the development of this centre, Criteo has also been ramping up its investments and product expansion in APAC, including the expansion of its Retail Media offerings and efforts to help marketers and media owners activate first-party, privacy-safe data through its Commerce Media Platform strategy.

Pao added, “Looking ahead to the rest of 2022, Criteo will continue to prioritise integration, scale, and with our APAC infrastructure investments, product innovation, and partnerships. Ultimately, strengthening our leading position in commerce media.”