"On Tuesday this week, Criteo debuted some new AI tech and pilot programs to a group of reporters, which included one back-end shopper data partnership with an unnamed LLM. The idea of a product The ad tech company's new LLM integration is built off of Criteo's previously released "Model Context Protocol" or MCP, which is the integration point for agentic AI solutions or LLMs to plug into Criteo's data."
"With this new integration engineers are working together to see whether plugging into Criteo's data via its MCP generates superior results for shopping-related prompts, Criteo CEO Michael Komasinski said. The individual using the LLM doesn't need to know Criteo or ever see the name, but Criteo's product recommendation system would contribute to the LLM's suggested products. Whether this partnership will ever go live is unknown."
"As is the potential business model. How Criteo might earn revenue in this arrangement hasn't been part of the discussion yet, Komasinski acknowledged. Criteo might license data, akin to how large media companies have signed licensing deals with LLMs. Perhaps it will be more of a traditional advertising relationship with a cost per click, or an affiliate or performance marketing deal."
Criteo debuted AI technology and pilot programs that include a back-end shopper data partnership with an unnamed large language model. The integration uses Criteo's Model Context Protocol (MCP) to let agentic AI solutions or LLMs plug into Criteo data. Engineers are testing whether MCP-fed recommendations produce superior shopping-related prompt results while users need not know Criteo. The partnership's launch timeline is unclear and the business model is unsettled. Potential monetization options discussed include data licensing, cost-per-click advertising, affiliate or performance deals, native ad solutions, or charging per crawl/query.
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