Criteo secures position as the inaugural retail partner for advertising within Google Search Ads 360 on the web
In a significant move aimed at addressing the challenges that have long plagued the retail media sector, Criteo and Google have announced a strategic partnership. This collaboration aims to streamline campaign management and measurement, offering advertisers a seamless experience while expanding Google's presence in onsite retail media.
The partnership allows advertisers to access Criteo's extensive retail media inventory through their existing Google relationships. Over 200 retailers, including an unspecified number planning to join in the near future, can opt into receiving demand from Google Search Ads 360. The integration is initially launching through a limited beta program in the Americas, with plans for global expansion in the future.
Advertisers interested in participating in the beta program can contact their Google account teams for eligibility assessment. The integration operates through Criteo's global retailer network, enabling advertisers to create, launch, and optimize campaigns across Criteo's retail network directly within Google Search Ads 360.
The technical implementation of the integration leverages existing Google advertising technology infrastructure, ensuring a smooth and efficient integration process. The partnership seeks to democratize access to retail media budgets by empowering a more diverse set of retailers to attract advertising investment.
The collaboration also aims to provide unified measurement capabilities for retailers, giving brands visibility into how their advertising drives incremental impact. The measurement framework aims to enable more informed budget allocation and investment decisions across retail media networks.
The retail media industry is projected to exceed $300 billion by 2030, representing approximately 20% of total global advertising revenue. This partnership comes at a time when the sector is experiencing rapid growth, with European retail media spending growing 22% in 2024, significantly outpacing the broader advertising market's 6.1% growth rate.
Criteo has been designated as Google's first onsite retail media partner, expanding Google's presence into onsite retail media, complementing its existing positions in search and display advertising. The partnership complements Google's existing suite of offsite advertising solutions.
The partnership was announced on September 10, 2025, marking a significant step forward in the integration of retail media into the broader advertising ecosystem. The integration aims to reduce the operational overhead associated with managing multiple retail media platforms, offering advertisers a more streamlined and efficient approach to retail media advertising.
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