Criteo and Microsoft Advertising expand partnership

The companies already have a longstanding relationship, and the new agreement is expected to bring additional revenue to Criteo’s retail media network partners and in turn, support Microsoft Advertising’s active advertiser clients on campaign performance.

The agreement will also see the firms collaborate on extending Criteo’s monetisation technology to Microsoft’s retailer clients.

Criteo is, in addition, exploring the potential to tap into Microsoft Advertising’s leadership in generative artificial intelligence (AI), such as its AI-supported Retail Media Creative Studio. 

The demand integration and preferred onsite collaboration agreements are expected to roll out in the second half of 2024.

Brian Gleason, chief revenue officer at Criteo, said: “We’re thrilled to expand our relationship with Microsoft Advertising to make it easier for brands to buy retail media and for retailers to expand demand into their media solutions.

“We look forward to continuing to evolve our collaboration and help drive growth across retail media.”

Lynne Kjolso, vice-president of global partnerships and retail media at Microsoft Advertising, said: “Together, Microsoft Advertising and Criteo can chart a new path forward for retail media, empowering the entire ecosystem with scale, simplicity and innovation.

“We’re pleased to further our integration with Criteo, a leader in retail media and performance advertising, and look forward to exploring future opportunities.”