Criteo, a diversified adtech company providing solutions to marketers, has partnered with Microsoft Advertising to transform and improve the retail advertising industry.

The collaboration aims to address fragmentation in the retail media industry by providing a simplified ad management platform. The aim is to improve ad performance, provide accurate metrics and data, and enable advertisers to strategically modify their ad campaigns as needed. By leveraging Microsoft's AI technology and Criteo's machine learning capabilities, they plan to deliver personalized ads to consumers. Full implementation of these projects is expected in 2H 2024.

Analyst QuickTake : The partnership between Criteo and Microsoft Advertising is poised to significantly enhance Criteo's overall strategy by leveraging Microsoft's extensive client base to optimize customer engagement and visibility in the retail media sector. The collaboration addresses market fragmentation and privacy concerns, offering a unified platform that simplifies advertising activity management and improves campaign performance.