Criteo launches contextual targeting based on $900bn commerce data set

Criteo, a global technology company, today launched a new contextual advertising solution in Australia, to connect first-party commerce data with real-time contextual insights to help marketers drive measurable outcomes.

Criteo recently interviewed 79 Australian marketers in regards to Google’s announcement in June 2021, that it would delay its plans to phase out third-party cookies in the Chrome browser until 2023. Two-in-five respondents (41%) said more than half of their digital advertising still relies on third-party cookies. Despite this, four-in-five marketers (82%) either have tests in place aimed at complementing or replacing channels that rely on third-party cookies or are planning to start testing soon.


Coinciding with Criteo’s tenth anniversary in Australia, the contextual advertising solution is a milestone in the company’s larger play to be a commerce media platform, to enable brands, agencies and retailers to optimise sales and digital advertising returns.

Criteo Australia and New Zealand MD, Colin Barnard, said: “Google’s decision to delay their ending for supporting third-party cookies to 2023 does not mean marketers can slow down their preparations. They must start testing now for the future of addressability – and at Criteo, we’re investing in multiple solutions like contextual targeting to help thousands of marketers and media owners manage their data responsibly and reach and engage customers in new media environments without relying on third-party identifiers.

“Our contextual solution significantly raises the bar – and unlike traditional contextual targeting, it is the only solution that doesn’t just rely on contextual signals but also uses commerce signals pulled from first-party data to reach people who are ready to buy. It’s all thanks to our world’s largest commerce data set on the open internet, which sees over $900 billion of ecommerce sales annually, three times that of Amazon.”

Criteo’s contextual solution allows marketers to see audiences engaging in content across Criteo’s First-Party Media Network. While the solution offers consumers personalised experiences through product recommendations based on contextual signals on a publishers’ website.

The result is better audience reach among those who have a higher potential to purchase in the future, and the opportunity to adapt in “real-time to varying purchasing cycles” and “seasonal buying trends,” it said.

Barnard concluded: “Marketers that focus on building their own first-party data pool and on finding effective ways to build and activate addressable audiences will be in a much better place come 2023. Finding the right partner with a large footprint outside walled gardens is vital in providing the technology and service needed to not only operate but grow in this next era of advertising.”

Criteo said its contextual targeting is currently being beta tested by a number of local “houshold” brands, however, it would not disclose which brands are involved when approached by Mumbrella.


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