"On Wednesday, Criteo announced a partnership with Google Search Ads 360 (SA360), Google's enterprise search advertising platform, making Criteo the first third-party vendor to integrate with Google for on-site retail media supply. Previously, the only retail media or sponsored product extension from SA360 was via Google's own Performance Max or Google Shopping Ads. "When you think about the search budgets SA360 is bringing in, these are budgets that typically have stayed outside of retail media," Sherry Smith, president of Criteo's retail media business, told AdExchanger."
"Put simply, Google search advertisers can now place sponsored product listings across Criteo's network of retail media supply, consisting of some 200-plus retailers and ecommerce merchants. It's a big deal for Criteo, Smith said, because, well, first of all, Google is Google. SA360 represents a massive global pool of ad demand that is built primarily for traditional search placements, she said. But those advertisers have all the assets to run sponsored product listings - like a live feed of prices and product catalogue."
"Also, she said, there are many big brands that don't have intuitive trade or shopper marketing budgets that become retail media. A large home appliance manufacturer that sells in places like Lowe's or Home Depot, for example, doesn't have the same existing retail media budgets like a big CPG or grocery brand, but still wants to target and attribute using retailer data."
Criteo formed a partnership with Google's Search Ads 360 (SA360) to become the first third‑party vendor integrated for on‑site retail media supply. Google search advertisers can place sponsored product listings across Criteo's network of more than 200 retailers and ecommerce merchants. SA360 brings a massive global pool of traditional search ad demand, and those advertisers possess product feeds and catalog data needed to run sponsored listings. The integration enables brands to extend search campaigns directly to retailer sites, and helps advertisers that lack established retail media budgets—such as home appliance manufacturers selling at Lowe's or Home Depot—target and attribute sales using retailer data.
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