{"id":1556416,"date":"2025-09-14T05:48:29","date_gmt":"2025-09-14T09:48:29","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1556416"},"modified":"2025-09-14T05:51:36","modified_gmt":"2025-09-14T09:51:36","slug":"google-criteo-deal-unlocks-retail-media","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/google-criteo-deal-unlocks-retail-media","title":{"rendered":"Google-Criteo Deal Unlocks Retail Media"},"content":{"rendered":"

Google is about to give agencies and advertisers access to prime retail media placements on ecommerce sites such as Best Buy, Costco, and Target.<\/p>\n

The deal, announced<\/a> on September 10, 2025, connects Google’s Search Ads 360 (SA360) platform with a network of more than 200 enterprise-level retailers via Criteo’s advertising and commerce platform.<\/p>\n

“With Criteo’s expansive network of retailer partners, we’re helping advertisers connect with customers at a critical moment in their shopping journey,” said Bill Reardon, general manager, enterprise platform at Google, via a press release.<\/p>\n

Digital Retail Media<\/h3>\n

Retail media is exploding. Adtelligent estimated<\/a> that worldwide retail media spend would reach $145 to $165 billion in 2025, up from $59 billion in 2019.<\/p>\n

In the United States, the market is valued at more than $60 billion and is growing at roughly 20% per year, according to various sources.<\/p>\n

Advertisers use digital retail media primarily to promote products sold on the given retailer’s website. Thus many retail media advertisers are actually the store’s suppliers, boosting sales<\/a> via the retail channel.<\/p>\n

Digital retail media has taken off, in part, because it relies on first-party customer data and does not require intrusive cookies or complex privacy protocols.<\/p>\n

Walled Gardens<\/h3>\n

A few “walled gardens,” i.e., closed platforms or ecosystems operated by a single company, dominate the market. Of these, Amazon is far and away the leader.<\/p>\n

In Q2 2025, Amazon’s ad revenue reached $15.69 billion, a 23% year-over-year increase, hitting a record 9.36% of the company’s total revenue and marking it as the fastest-growing segment.<\/p>\n

Amazon has leveraged its massive ecommerce marketplace and best-in-class shopping data. Together, these create a self-reinforcing advertising flywheel<\/a> that drives conversions for advertisers and revenue for Amazon.<\/p>\n

Good Data<\/h3>\n

Amazon’s retail media flywheel works because the company controls the entire process, from initial customer acquisition to final purchase, collecting all the behavioral data along the way. It has first-party data that is real, recent, and relevant.<\/p>\n

Compared to third-party data, Amazon and nearly any walled-garden advertising solution will be much more effective at targeting shoppers and producing sales.<\/p>\n

These closed ecosystems also help with measurement. Since the ads are running and converting in a walled garden, advertising attribution<\/a>\u00a0is easy.<\/p>\n

\n

<\/div> Recommended<\/h3>\n \n
\n
\n \"Retail\n <\/div>\n
\n

Retail Media’s Performance Dilemma<\/h4>\n

June 22, 2025<\/p>\n <\/div>\n <\/div>\n <\/a>\n <\/div>\n \n

Enter Google<\/h3>\n

While Amazon is the undisputed leader in digital retail media, Google is the king of digital advertising generally. The company generated approximately $71.3 billion in advertising revenue during Q2 2025, representing a 10.4% year-over-year increase.<\/p>\n

Some $54 billion of that Q2 revenue was specific to search advertising. A significant portion of that revenue passes through the company’s SA360 platform. That demand will now connect to Criteo and its retail media network.<\/p>\n

This deal is a significant shift for the market. In the past, Google’s retail-related advertising products, such as AI-assisted PMax<\/a> or Shopping Ads, have focused on driving traffic to retail websites. The idea was that someone would query on Google search, see an ad for a relevant product, and go to the retailer to buy it.<\/p>\n

With Criteo’s help, Google can now offer a more complete way to advertise to consumers. Its platform not only guides advertisers to retail sites, but also shoppers on those sites to specific sponsored products.<\/p>\n

Google vs. Amazon<\/h3>\n

In a sense, the Google and Criteo deal targets Amazon’s dominance in digital retail media and walled gardens generally.<\/p>\n

Google gains a foothold in the digital retail media market, providing SA360 advertisers with the opportunity to extend search campaigns into high-intent shopping environments, all with unified measurement and attribution.<\/p>\n

Brands that had been using retail media now have an alternative. Rather than concentrating advertising spend in a few dominant ecosystems, the Google-Criteo integration opens access to a broader range of retail ad placements.<\/p>\n

It opens some access to some of those walled gardens, and, as several pundits have put it, fosters competition and “democratizes” retail media.<\/p>\n

Antitrust<\/h3>\n

While Criteo and Google had been in discussions for some time, the deal’s announcement came just days after Google survived what could have been a devastating antitrust ruling. It was also less than two weeks before a second remedy hearing.<\/p>\n

In August 2024, a U.S. District Court found Google guilty of maintaining an illegal monopoly over the general online search and text advertising markets.<\/p>\n

Leading up to the September 2025 remedy hearing, some observers thought that Google would be required to divest some of its products, such as the Chrome browser.<\/p>\n

No Breakup<\/h3>\n

Instead, the court, on September 2, 2025, ruled that Google change its behavior, including:<\/p>\n

    \n
  • Refraining from entering into exclusive search engine contracts,<\/li>\n
  • Sharing some search data with qualified competitors.<\/li>\n<\/ul>\n

    In a separate April 2025 case, a federal judge found Google guilty of illegally monopolizing key segments of the digital advertising market. The remedy hearing for this case is scheduled for September 22, 2025.<\/p>\n

    Google’s “democratizing” deal with Criteo could be an indication to the courts that the company aims to encourage competition.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Retail media advertisers can now run placements on enterprise ecommerce sites via Google’s Search Ads 360 platform, upending the digital retail media market.<\/p>\n","protected":false},"author":391,"featured_media":1556434,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58297],"tags":[],"class_list":["post-1556416","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads",""],"acf":[],"yoast_head":"\nGoogle-Criteo Deal Unlocks Retail Media - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"Retail media advertisers can now run placements on enterprise ecommerce sites via Google's Search Ads 360 platform, upending the digital retail media market.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.practicalecommerce.com\/google-criteo-deal-unlocks-retail-media\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google-Criteo Deal Unlocks Retail Media\" \/>\n<meta property=\"og:description\" content=\"Retail media advertisers can now run placements on enterprise ecommerce sites via Google's Search Ads 360 platform, upending the digital retail media market.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.practicalecommerce.com\/google-criteo-deal-unlocks-retail-media\" \/>\n<meta property=\"og:site_name\" content=\"Practical Ecommerce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/practicalecommerce\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-14T09:48:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-14T09:51:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/09\/Google-Criteo-Deal-Unlocks-Retail-Media.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"360\" \/>\n\t<meta property=\"og:image:height\" content=\"240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Armando Roggio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ecommerceboy\" \/>\n<meta name=\"twitter:site\" content=\"@practicalecomm\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Armando Roggio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.practicalecommerce.com\/google-criteo-deal-unlocks-retail-media#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/google-criteo-deal-unlocks-retail-media\"},\"author\":{\"name\":\"Armando Roggio\",\"@id\":\"https:\/\/www.practicalecommerce.com\/#\/schema\/person\/357c476238d0b5e19bd0a0bfacefe722\"},\"headline\":\"Google-Criteo Deal Unlocks Retail Media\",\"datePublished\":\"2025-09-14T09:48:29+00:00\",\"dateModified\":\"2025-09-14T09:51:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/google-criteo-deal-unlocks-retail-media\"},\"wordCount\":793,\"publisher\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/google-criteo-deal-unlocks-retail-media#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/09\/Google-Criteo-Deal-Unlocks-Retail-Media.jpg\",\"articleSection\":[\"Google Ads\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2025\",\"copyrightHolder\":{\"@id\":\"https:\/\/www.practicalecommerce.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.practicalecommerce.com\/google-criteo-deal-unlocks-retail-media\",\"url\":\"https:\/\/www.practicalecommerce.com\/google-criteo-deal-unlocks-retail-media\",\"name\":\"Google-Criteo Deal Unlocks Retail Media - 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