Marketing

Criteo integrates with Google for onsite retail media

Photo: Generated by AI. Adobe Stock.

September 30, 2025

Criteo has been tapped as Google's first onsite retail media partner. Advertisers can scale campaigns across Criteo's retail media inventory via Google's Search Ads 360, according to a press release.

The integration will initially be available through a limited beta to select customers in the Americas, with plans to expand globally and into additional Google Marketing Platform tools.

Through this first phase 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 combination of scale, efficiency and transparency with the flexibility to create, launch and optimize 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," Bill Reardon, general manager, enterprise platform at Google, said in the release. "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."

"We're excited to welcome Google as one of our largest retail media partners, bringing scaled brand advertising to retailers on the Criteo platform," Sherry Smith, president of retail media at Criteo, said in the release. "By connecting more brands to our global retail network and deepening investments from existing ones, we're helping retailers grow their media programs and maximize the value of their ad inventory while enabling advertisers to reach high-intent shoppers."