“Our global retailer footprint, demand-generation capabilities, neutrality, strategic partnerships, and full-funnel solutions are some of the key factors that set our platform apart from adtech competitors,” Gleason said.
Earlier this year, Criteo inked a deal with Microsoft to sell retail media to advertisers who work with Microsoft. Microsoft made $13 billion from search and news ads during its 2024 financial year. Testing and a rollout for a search ad partnership will start in 2025 and will open up Microsoft’s more than 500,000 advertisers to Criteo, Gleason said.
Retailers are hungry for big budgets
Criteo is also increasingly pitching ad agencies that handle non-retail spend like social, programmatic, and TV for brands.
Gleason said that spend from ad agencies represents two-thirds of ad spend that flows through Criteo’s demand-side platform that brands use to buy retail media in the Americas.
According to data presented during the investor event, 63% of brands have shifted national ad budgets into retail media. Another 63% of those brands say that they’re putting search ad money into retail media. Thirty-three percent of brands say the money comes from social media. And 13% of brands say they’re funding new retail media budgets from TV ad budgets.
“More ad budgets are shifting to retail media because it performs and it scales,” Gleason told investors.
