ACriteo, a global platform connecting the commerce ecosystem, today announced a new integration with Google for onsite retail media. With Criteo being Google’s first onsite retail media partner, this represents a significant milestone in expanding opportunities for brands across the digital commerce landscape.
The integration will initially be available through a limited beta version for selected customers in the United States via Google Search Ads 360, with plans to expand globally and to other tools of the Google Marketing Platform.
Through this partnership, Criteo’s global network of over 200 retailers can choose to receive demand from the Google Search Ads 360 platform, connecting with global brands across a wide range of categories. For advertisers, the integration offers a powerful combination of scale, efficiency, and transparency, with the flexibility to create, launch, and optimize campaigns across Criteo’s expanded retailer network within Search Ads 360. Together, Criteo and Google aim to provide unified measurement for retailers, offering brands a clear view of how their advertising drives incremental impact—enabling smarter budget allocation, better performance, and more confident investment decisions.
“We are focused on building an integrated commerce media ecosystem” comments Bill Reardon, General Manager of Enterprise Platform at Google. “With Criteo’s broad network of retail partners, we’re helping advertisers connect with customers at a critical moment in their shopping journey: onsite, through sponsored product ads. Combined with our current set 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 campaign performance, enabling smarter decisions and more effective campaigns.“
Industry forecasts indicate that the retail media industry will reach $204 billion* by 2027. However, investments remain concentrated in a few dominant players. The news helps balance the sector, empowering a more diverse range of retailers to attract budgets and more brands to invest confidently in this ecosystem. This is made possible by unlocking access to new advertising capabilities and providing clear proof of incremental impact.
“We’re excited to welcome Google as one of our largest retail media partners, bringing large-scale brand advertising to retailers on Criteo’s platform“, says Sherry Smith, President of Retail Media at Criteo. “By connecting more brands to our global retail network and increasing investments from those already part of it, we’re helping retailers expand their media programs and maximize the value of their advertising inventory, while enabling advertisers to reach high-intent shoppers.“
To learn more about Criteo’s retail media offering, visit here.
*($204 billion by 2027 – sources: Activate, eMarketer, GroupM, Madison & Wall)
