Criteo announced a strategic collaboration with Microsoft Advertising to bring Microsoft Advertising's extensive demand to Criteo's global network of 225 retailers. Microsoft Advertising also intends to work with Criteo as its preferred onsite media partner, extending Criteo's monetization technology to Microsoft Advertising's retailer clients, creating an even more unified retail media ecosystem. Retail media is one of the fastest-growing sectors in advertising and is expected to represent over $150 billion in global ad spend by 2026, according to GroupM.

But 93% of marketers worldwide cite market fragmentation as a significant challenge. Criteo and Microsoft Advertising intend to help move the industry forward by tapping into Criteo's vast network of retailers and developing a more unified buying experience for global advertisers. This collaboration would expand the companies' longstanding relationship and is expected to bring new revenue to Criteo's retail media network partners.

In turn, it would empower Microsoft Advertising's 500,000+ active advertiser clients that operate across 187 global markets to achieve stronger, measurable performance for their campaigns within a singular, unified platform. Criteo is also exploring the potential to tap into Microsoft Advertising's leadership in generative AI and innovations, such as its AI-powered Retail Media Creative Studio, which makes it easier for advertisers to create and optimize their ad creatives at scale with the power of generative AI. The demand integration and preferred onsite collaboration are expected to roll out in the second half of 2024.