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Criteo S.A.
TypeSociété Anonyme
IndustryOnline Advertising
FoundedParis, France
2005; 16 years ago (2005)
Number of employees
2700 (2017)

Criteo is an advertising company that provides online display advertisements. The company was founded and is headquartered in Paris, France.[1]


Criteo was founded in Paris, France in 2005 by Jean-Baptiste Rudelle, Franck Le Ouay and Romain Niccoli. Criteo spent the first four years focused on[2] R&D, and launched its first product in April 2008. In 2010, Criteo opened an office in Silicon Valley.[3] In 2012, Criteo opened its new headquarters in Paris, France.[4]

On April 7, 2011, Criteo announced that it hired Greg Coleman as president.[5] Previously, Coleman served as president and chief revenue officer of The Huffington Post and executive vice president of global sales for Yahoo!.[6]

In October 2013, the firm completed an initial public offering (IPO), raising $251 million USD.[7]

On 1 January 2016, Rudelle became the executive chairman, while Eric Eichmann, who was the president and chief operating officer (COO), was promoted to be the chief executive officer.[8] In June 2016, Criteo alleged Steelhouse, a rival ad tech company, that the latter had falsely taken credit for user visits to retailers' web pages in a lawsuit.[9] Steelhouse countersued, alleging Criteo of false advertising and unfair competition.[10] After an injunction requested by Criteo was denied in October 2016, both parties chose to mutually dropped their lawsuits in November 2016.[9] On 4 October 2016, Criteo acquired HookLogic, a retail exchange, ad server and attribution company focused squarely on retailers, strengthening its ecommerce serving capabilities.[11]

In October 2017, Criteo appointed Mollie Spilman as COO.[12]

With the implementation of Intelligent Tracking Prevention (ITP) feature from Apple's Safari 11 onwards on September 2017,[13] Criteo's revenue was reduced by $25 million in 2017.[14] However, Criteo reportedly was working on “sustainable solution for the long-term” at the end of 2017, and had redesign its "platform architecture" since.[15] Criteo was also impacted by the perception that the General Data Protection Regulation would negatively affect the company.[16]

In April 2018, Rudelle returned as the CEO, with Eichmann being his advisor.[17] Under Rudelle, Criteo slowly transited from a single product (web advertising) to multi-product platform, which included in-app and email advertising.[15][18] Criteo's revenue did not grow in 2018, and was down 1%.[19]

On 19 October 2019, Megan Clarken was appointed as the new CEO, taking over from Rudelle. Clarken would continue Criteo's transformation plan.[19]


Criteo's product is a form of display advertising, which displays interactive banner advertisements, generated based on the online browsing preferences and behaviour for each customer. The solution operates on a pay per click/cost per click (CPC) basis.

In September 2010, Criteo debuted its self-service cost-per-click (CPC) bidding platform that lets advertisers place bids on display retargeting campaigns and see changes and optimize campaigns in real-time.[20]. During 2020 Criteo launched a traffic generation product, which allows advertisers to advertise using purchased intent data, and it also introduced a self-service ad platform for its Criteo Retail Media division that allows advertisers to purchase media space on retailers’ websites.[21] [22]


Criteo secured a total of $17 million in funding, with 3M € in a first institutional round in March 2006 coming from French private equity firm AGF and Elaia Partners, and 9M € in a second round in January 2008 led by Index Ventures.[23]

In May 2010, Criteo raised a further $7 million of funding from Bessemer Venture Partners,.[24]


In September 2010, Criteo began a campaign[25] regarding the use of the popular retargeting and its impact on consumer privacy. The campaign aimed to reassure consumers about personalized retargeting and data-driven marketing tactics.

The company denies it relies on personally identifiable information (PII) and doesn’t track identifiable information, no data is shared with advertisers or publishers and no third-party data used for targeting purposes. Retargeting only uses anonymous information from the merchant’s site.[25]

In 2019, Privacy International filed a complaint against Criteo, citing that it wouldn't respect the European GDPR.[26]

See also[edit]


  1. ^ "Criteo Labs: Opening Ceremony". Criteo Website. Criteo. Archived from the original on 23 January 2013. Retrieved 24 January 2013.
  2. ^ "Criteo brings its personalized banner ads to US, launches new pricing program - VentureBeat - News - by Nadia Majid". Retrieved 30 March 2015.
  3. ^ "French Retargeting Company Descends on Silicon Valley". ClickZ. Retrieved 30 March 2015.
  4. ^ "CriteoLabs: Opening Ceremony". Criteo Website. Criteo. Archived from the original on 23 January 2013. Retrieved 24 January 2013.
  5. ^ "Online Ad Exec Greg Coleman Lands at Criteo as President - Kara Swisher - News - AllThingsD". AllThingsD. Retrieved 30 March 2015.
  6. ^ "Why Greg Coleman Bet on Retargeting". April 7, 2011.
  7. ^ "Ad tech company Criteo raises $251 million by pricing upsized IPO at $31, above its upwardly revised $27-$29 range". NASDAQ. 29 Oct 2013. Retrieved 12 November 2020.
  8. ^ "Criteo Founder JB Rudelle Becomes Executive Chairman, Eric Eichmann Promoted to CEO". Criteo. Retrieved 2020-12-14.
  9. ^ a b O'Reilly, Lara. "The nasty 'click fraud' legal dispute between ad tech companies Criteo and SteelHouse is over". Business Insider. Retrieved 2020-12-14.
  10. ^ "What Marketers Can Learn From The Cautionary Tale Of Criteo Vs. SteelHouse". Retrieved 2020-12-14.
  11. ^ Liyakasa, Kelly (2016-10-04). "Criteo To Acquire HookLogic For $250M In Push For Full Commerce Stack". AdExchanger. Retrieved 2020-12-14.
  12. ^ Betz, SA Editor Brandy (2017-10-18). "Criteo announces new COO". Seeking Alpha. Retrieved 2017-11-16.
  13. ^ "macOS High Sierra: How to turn off website tracking in Safari 11". Macworld. 2017-11-04. Retrieved 2020-12-14.
  14. ^ "What Apple's ITP cookie-blocker did next | WARC". Retrieved 2020-12-14.
  15. ^ a b "Despite Apple's game-changing ITP update, Criteo's revenues have dipped just 1% year-on-year". The Drum. Retrieved 2020-12-14.
  16. ^ Andrew Birmingham (2018-04-25). "Updated: Criteo CEO out, founder returns". Which-50. Retrieved 2020-12-14.
  17. ^ "Criteo founder JB Rudelle back at helm in chief executive swap-out". The Drum. Retrieved 2020-12-14.
  18. ^ "Why Criteo S.A. Dropped Today". Motley Fool. 2018-08-02. Retrieved 2020-12-14.
  19. ^ a b Hercher, James (2019-10-30). "Criteo Names Megan Clarken As New CEO To Lead A Turnaround Effort". AdExchanger. Retrieved 2020-12-14.
  20. ^ "Archived copy". Archived from the original on 2010-11-17. Retrieved 2010-11-15.CS1 maint: archived copy as title (link)
  21. ^ "Criteo Introduces New Marketing Solution for Traffic Generation and Increasing Customer Engagement". MarTech Advisor.
  22. ^ "Criteo Launches Self-Serve Retail Media Platform". Weissbrot, Alison-AdExchanger.
  23. ^ "Criteo Raises $10 Million From Index Ventures". TechCrunch. AOL. Retrieved 30 March 2015.
  24. ^ "Here Comes The French Invasion: Bessemer Puts $7 Million Into Ad Retargeting Startup Criteo". TechCrunch. AOL. Retrieved 30 March 2015.
  25. ^ a b "Criteo CEO Rudelle Responds To Recent Concerns Over Retargeting And Consumer Privacy". AdExchanger: News and Views on Data-Driven Digital Advertising. Retrieved 30 March 2015.
  26. ^ "Our complaints against Acxiom, Criteo, Equifax, Experian, Oracle, Quantcast, Tapad". Privacy International.

Further reading[edit]

  • Rudelle, J.B. (2016). They Told Me It Was Impossible: The Manifesto of the Founder of Criteo. Morrisville, North Carolina: Lulu Press. ISBN 978-1-4834-5777-2.

External links[edit]