Google grows stake in retail media advertising with Criteo partnership

"Google is making a more significant bet on retail media through the pact with Criteo, a connected commerce platform wielding a network of over 200 global retailers. The partnership is oriented around onsite advertising, or sponsored product and search ads that appear on media assets the retailer owns, namely a website. Onsite has remained the bread-and-butter offering for retail media even as the segment expands into other channels like offsite and in-store advertising."

"Retailers using Criteo can now drive more demand through Google Search Ads 360, an industry behemoth, and potentially attract a wider base of advertisers that are interested in experimenting with retail media. Retail media spend has largely come from areas like consumer packaged goods, though more networks are chasing nonendemic advertisers to grow revenue. Google is the world's largest digital ad platform, raking in $54.2 billion from search in Q2 alone."

"Criteo's integration with Google Search Ads 360 is entering a beta test in the Americas, with plans to eventually scale the program globally. Retailers using Criteo can opt into receiving demand from Google Search Ads 360, potentially broadening the field of brands that advertise on their networks. Google and Criteo will work to provide unified measurement for retailers that want to demonstrate they're driving incremental impact for advertisers."

Google has entered a partnership with Criteo to expand onsite retail media by integrating Criteo with Google Search Ads 360 and launching a beta in the Americas with plans to scale globally. Retailers using Criteo can opt into receiving demand from Search Ads 360, potentially widening the pool of brands advertising on retailer-owned websites. The companies will collaborate on unified measurement to help retailers demonstrate incremental impact for advertisers and to level a retail media market concentrated among a few dominant players. The tie-up leverages Criteo's network of over 200 global retailers and could strengthen Google's retail media presence.

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