Criteo

Category: Automation/Workflow

Performance ad platform increasingly betting on AI-driven commerce media.

Criteo is the long-running performance ad platform, retargeting, performance display, retail media, and now commerce media. Has aggressively pivoted into AI-driven commerce and is among the first to integrate with ChatGPT's ad inventory in 2025. Used by enterprise ecommerce, retail, and brand teams running performance media across the open web and increasingly inside AI surfaces. Not a tool you self-serve into; enterprise media spend with managed support.

Our verdict

Established performance advertising platform with AI optimisation across retargeting and commerce media. Worth using if you're a retailer or DTC brand running serious display and retargeting spend.

Best for: Enterprise ecommerce and retail brands running performance media across the open web and commerce networks.

Pros

• Strong commerce media positioning and retail media networks
• Early into ChatGPT ad inventory and AI-search surfaces
• Enterprise scale and supply

Cons

• Pricing is enterprise media-buyer tier, not for SMB
• Open-web retargeting reach is declining structurally across the industry
• Privacy and cookie changes are pressure points to monitor

Pricing: Custom (Enterprise)

Rating: 3.5/5