Retail media is shifting as AI and new ad formats reshape e-commerce. Criteo is adapting its strategy, focusing on commerce data and omnichannel campaigns. Executives see growth opportunities, not just threats.
Retail media and e-commerce are undergoing rapid transformation as AI technologies and new advertising formats disrupt established models. For professionals managing digital revenue, audience growth, or content operations, these shifts are redefining how brands reach consumers and how platforms compete for attention and data.
Criteo, a French targeting company, has expanded its business beyond retargeting and commerce media, moving toward omnichannel campaigns and self-service tools. Industry observers note that, despite losing some major accounts, Criteo has strengthened its position by integrating artificial intelligence into campaign planning and offering more flexible solutions for advertisers and retailers.
Marc Fischli, an executive at Criteo, explained that the company is preparing for a future where access to high-quality commerce data becomes the key competitive advantage. He emphasized that retailers are increasingly determined to retain control over their transaction data, seeing it as a core asset in the evolving digital marketplace. Fischli also described the rise of large language models and AI platforms not as a threat, but as a significant growth opportunity for companies able to leverage their data and technology effectively.
These developments echo broader changes in digital advertising, where the focus is shifting from static audience targeting to dynamic, real-time context. As highlighted in a recent analysis of ad tech's evolution, AI-powered tools are now enabling more relevant ad delivery by interpreting live signals, reshaping how publishers and brands engage users.
