Criteo Joins Forces with Google as First Onsite Retail Media Partner

3 min read | September 10, 2025 10:11 PM PDT | By Sonal Goyal

Criteo Joins Forces with Google as First Onsite Retail Media Partner — Image source: © 2025 Krish Capital Pty. Ltd.

Limited Beta Rollout Through Google Search Ads 360

The collaboration will initially be available to a select group of customers in the Americas under a limited beta program via Google Search Ads 360. Over time, the integration will expand into additional Google Marketing Platform tools and reach global markets.

Criteo’s global network of more than 200 retailers can opt into the program, opening access to incremental demand from Google’s Search Ads 360 platform. Advertisers will benefit from the scale and reach of Criteo’s retailer network while using Google’s platform for campaign management, optimization, and performance measurement.

Unified Measurement and Incremental Impact

A key focus of the integration is to provide unified measurement for retailers, enabling advertisers to clearly assess how campaigns drive incremental outcomes. With better visibility into return on ad spend, brands can make more informed investment decisions, allocate budgets effectively, and optimize performance.

This transparency is intended to build confidence in retail media advertising while allowing a broader set of retailers to capture advertising dollars that have traditionally been concentrated among a handful of major players.

Expanding Opportunities Across Retail Media

By connecting global brands with Criteo’s diverse retail partners, the collaboration supports a more inclusive retail media ecosystem. Advertisers can design, launch, and refine campaigns across multiple retailers from within Search Ads 360, combining the scale, efficiency, and flexibility of both platforms.

The integration also introduces opportunities for retailers to attract new budgets, enhancing their ability to compete in a rapidly expanding industry.

About Criteo

Criteo operates a global AI-powered advertising platform that connects brands, agencies, retailers, and media owners. With access to more than USD 1 trillion in annual commerce sales, the company provides solutions that inspire shopper discovery and enable personalized experiences across the digital commerce journey.

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