Criteo Updates Underlying Tech, Claims Conversion Rates Rise 38%

Retargeting firm Criteo on Wednesday announced it has rolled out updates to its platform that it claims will help marketers boost conversion rates. The company says the updates were three years in the making.

The platform’s underlying technology -- “The Criteo Engine” -- is what’s receiving an upgrade. The purpose of the technology is to predict consumer behavior and recommend what ads to buy. Criteo claims the updated technology can predict not just when a consumer will click on an ad, but when a consumer is more likely to complete a sale as well.

The company claims that during the beta phase, the updated platform helped marketers see 38% more sales while spending the same amount. Elliott Pritchard, CMO at Travel Republic, said in a statement that Travel Republic saw a 25% boost in conversion rate after using the updated platform.

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