Retail media has grown rapidly, prompting many retailers to pursue ad-network strategies while vendors supply enabling technologies. Criteo originated as a retargeting firm and benefited from the retail-media expansion. New upstart companies now claim superior technology at lower costs, and several clients, including Uber Eats and Target's Roundel, have reduced ties with Criteo. Criteo has nonetheless remained steady despite these challenges. Numerous RFPs remain undecided, making September a pivotal period. Criteo faces competition on two fronts: emerging specialist vendors and Amazon, which is launching products that target the value of building owned retail media networks.
Retail (or commerce) media has been one of the most promising growth areas in digital advertising over the last few years. But you can't have gold without a rushand in this case, its a rush of retailers trying to become ad networks, and a rush of vendors with all the tools to help them power up. If there's one adtech company that's long been associated with retail, it's Criteo.
But lately a bunch of upstarts have emerged, claiming to offer better tech at cheaper prices. Criteo has also suffered attrition, as clients like Uber Eats and Target's Roundel have rolled back their relationship with the public company. But Criteo has held steady so far despite these headwinds. With many RFPs still undecided, September will be a major moment for the company. And of course, Criteo continues to fight a two-front war.
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