Criteo (NASDAQ: CRTO), the global platform connecting the commerce ecosystem, today announced a new integration with Google for onsite retail media. With Criteo named as Google’s first onsite retail media partner, this marks a significant milestone in expanding opportunities for brands across the digital commerce landscape.
The integration will initially be available through a limited beta to select customers in the Americas through Google Search Ads 360, with plans to expand globally and into additional Google Marketing Platform tools.
Through this first phase of the partnership, Criteo’s global network of over 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 a powerful combination of scale, efficiency, and transparency with the flexibility to create, launch, and optimise campaigns across Criteo’s scaled retailer network within Search Ads 360. Together, Criteo and Google aim to provide unified measurement for retailers, giving brands a clear view into how their advertising drives incremental impact—enabling smarter budget allocation, stronger performance, and more confident investment decisions.
“We’re focused on building a seamless commerce media ecosystem,” shared Bill Reardon, General Manager, Enterprise Platform at Google. “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. Coupled with our existing suite of offsite solutions in Performance Max and Shopping Ads, our goal is to empower advertisers and agencies with a more complete view of their advertising performance, enabling smarter decisions and more effective campaigns.”
Industry forecasts project that the retail media industry will reach $204B* by 2027. However, spend remains concentrated among just a few dominant players. This integration helps to level the playing field in retail media by empowering a more diverse set of retailers to attract budgets and more brands to confidently invest across the broader ecosystem. It achieves this by unlocking access to new advertising dollars and providing clear proof of incremental impact.
“We’re excited to welcome Google as one of our largest retail media partners, bringing scaled brand advertising to retailers on the Criteo platform,” said Sherry Smith, President of Retail Media at Criteo. “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.”
Advertisers interested in participating in the beta can contact their Google account team to assess eligibility. To learn more about Criteo’s retail media offering, visit here.
*($204B by 2027 – source: Activate, eMarketer, GroupM, Madison & Wall)
