Criteo

Name: Criteo
Brand: Criteo
Rating: 3.8 (489 reviews)

Leader

For the love of commerce.

Est 2005|Valuation $1.2B|Raised $335.6M|213 Ref Customers

LinkedIn 265K|Website|Web traffic 140.4M|FTEs 3,971|HQ Paris, Île-de-France, FR

MarketsMarketing Automation Platforms Demand-Side Platforms (DSP)Retail Media Advertising

01Competitive Landscape

Narrative analysis

Where Criteo's product tends to be stronger: - Commerce-focused performance use cases (dynamic product ads and retargeting). - Retail media network capabilities that blend onsite retailer placements with offsite activation. Where competitors tend to be stronger: - Upper-funnel and CTV inventory and workflows (The Trade Desk, DV360). - Native retail inventory and deterministic purchase data within a given retailer’s ecosystem (retailer-owned RMNs such as Amazon Ads, Walmart Connect). Competitive pressure trend: - Programmatic platforms are moving into retail media capabilities through partnerships and integrations, increasing competitive overlap with specialist retail media providers.

	Criteo (Commerce Media / Commerce Growth / Commerce Max)	The Trade Desk (DSP)	Google DV360 (DSP)
Starting Price	Not publicly standardized; often percentage-based take-rate plus add-ons; some components documented in help center (published per-impression and audience fee models, and managed service fees)	Typically percentage-based media fees plus data/feature fees; may include minimums depending on contract	Pricing is typically negotiated through Google or resellers; platform usage and feature costs vary by agreement
Most suitable for	Ecommerce and retail media use cases requiring product-level performance and retailer media network coordination	Large-scale omnichannel programmatic buyers (including CTV/video) with agency or technical expertise	Buyers seeking integration with Google ecosystem (YouTube, Google data and measurement services)
Key capabilities	Emphasis on commerce and product-level retargeting; retail media network offerings and onsite/offsite coordination	Broad omnichannel inventory access, strong API and identity ecosystem	Access to Google-owned inventory (including YouTube) and integration across Google marketing products
Key weaknesses	Market skepticism around attribution and privacy; community reports on spend control and support variability; pricing opacity in some engagements	Complexity and potential for higher all-in fees; often requires specialist expertise or agency support	Walled-garden incentives and transparency concerns; pricing and reselling structures vary

01Competitive Landscape

Narrative analysis

Where Criteo's product tends to be stronger:

Commerce-focused performance use cases (dynamic product ads and retargeting).
Retail media network capabilities that blend onsite retailer placements with offsite activation.

Where competitors tend to be stronger:

Upper-funnel and CTV inventory and workflows (The Trade Desk, DV360).
Native retail inventory and deterministic purchase data within a given retailer’s ecosystem (retailer-owned RMNs such as Amazon Ads, Walmart Connect).

Competitive pressure trend:

Programmatic platforms are moving into retail media capabilities through partnerships and integrations, increasing competitive overlap with specialist retail media providers.

	Criteo (Commerce Media / Commerce Growth / Commerce Max)	The Trade Desk (DSP)	Google DV360 (DSP)
Starting Price	Not publicly standardized; often percentage-based take-rate plus add-ons; some components documented in help center (published per-impression and audience fee models, and managed service fees)	Typically percentage-based media fees plus data/feature fees; may include minimums depending on contract	Pricing is typically negotiated through Google or resellers; platform usage and feature costs vary by agreement
Most suitable for	Ecommerce and retail media use cases requiring product-level performance and retailer media network coordination	Large-scale omnichannel programmatic buyers (including CTV/video) with agency or technical expertise	Buyers seeking integration with Google ecosystem (YouTube, Google data and measurement services)
Key capabilities	Emphasis on commerce and product-level retargeting; retail media network offerings and onsite/offsite coordination	Broad omnichannel inventory access, strong API and identity ecosystem	Access to Google-owned inventory (including YouTube) and integration across Google marketing products
Key weaknesses	Market skepticism around attribution and privacy; community reports on spend control and support variability; pricing opacity in some engagements	Complexity and potential for higher all-in fees; often requires specialist expertise or agency support	Walled-garden incentives and transparency concerns; pricing and reselling structures vary