• by Laurie Sullivan , Staff Writer @lauriesullivan, May 21, 2020

The performance of data and websites remains an important metric for brands and retailers. Criteo has been busy working on both.

The company has announced a global partners program dedicated to helping agencies, brands and retailers use Criteo’s advertising platform, which is built on top of its extensive shopper data. The idea is it to help the customer base grow and expand for each.

The Shopper Graph provides insight into two billion monthly active users. Partners receive training and certification with badge status to identify them as a partner, ongoing support, and access to promotional offers and resources.

As part of the program, Criteo recently extended the reach of its marketing solution globally for traffic generation in an effort to help advertisers connect with new audiences to drive engagement and increase website traffic.

Previously in beta testing with over 750 clients, Criteo’s Traffic Generation now allows brands to globally identify consumers who help the brand or the retailer survive and remain profitable. This is done at the moment they research, compare and consider the purchase of goods and services.

Criteo data suggests that an average user will spend up to four weeks deciding on the right brand for their needs, and 73% of people are willing to consider a completely new brand during their decision-making process.

The technology identifies the new prospective audiences most likely to engage with a brand by capturing the consumers’ attention with personalized creatives, driving more qualified traffic in the process. 

The platform aims to help brands drive results higher in the purchase lifecycle. These users are key targets who are discovering and interacting with different brands outside of the traditional walled gardens. 

The technology does this by combining shopping intent data with insights from its AI Engine to drive the most optimal cost per visit, with the goal of increasing return on investments for advertisers. 

Marketers can find lookalike audiences similar to those of prior campaigns as well as select from 300+ in-market audiences aggregated from Criteo’s data. The Custom Audiences capability allows marketers to re-engage with consumers who have not recently engaged with the brand.

Other key features include the self-serve user interface, which helps marketers activate their consideration campaigns and gain insights into brand results; optimized bidding to push display ads at the precise moments when users are ready to engage; and interactive, creative formats that grab attention and drive more relevant interactions.