The agreement makes Criteo Google’s first onsite retail media partner, with the integration initially available through a limited beta mode through Google Search Ads 360 in the Americas.

Through this first phase of the partnership, Criteo’s global network of more than 200 retailers can opt into receiving demand from the Google Search Ads 360 platform, connecting with global brands across a broad range of categories.

For advertisers, the integration offers the flexibility to create, launch and optimise campaigns across Criteo’s scaled retailer network within Search Ads 360.

The two companies said the partnership was aimed at providing a unified measurement for retailers and helping brands understand how their advertising drives incremental impact.

Sherry Smith, president of retail media at Criteo, said: “We’re excited to welcome Google as one of our largest retail media partners, bringing scaled brand advertising to retailers on the Criteo platform.

“By connecting more brands to our global retail network and deepening investments from existing ones, we’re helping retailers grow their media programmes and maximise the value of their ad inventory while enabling advertisers to reach high-intent shoppers.”

Bill Reardon, general manager, enterprise platform at Google, added: “With Criteo’s expansive network of retailer partners, we’re helping advertisers connect with customers at a critical moment in their shopping journey: onsite, through sponsored product ads.”