Criteo, a global platform connecting the commerce ecosystem, and Mirakl Ads, a leading retail media solution, announced a global integration on July 17, 2025, in New York. This collaboration aims to unlock the potential of mid-to-long-tail advertisers within retail media networks, driving efficiency and scale in the projected $204 billion retail media industry by 2027. By leveraging Criteo’s ad-serving technology and Mirakl’s extensive ecosystem, the partnership empowers retailers to tap into new revenue streams while simplifying campaign management for third-party sellers.
Criteo and Mirakl Ads integrate to enhance retail media networks globally.
Targets mid-to-long-tail advertisers for increased marketplace revenue.
Combines Criteo’s ad tech with Mirakl’s ecosystem for seamless campaigns.
Offers self-service tools and automated campaign management for efficiency.
Supports third-party sellers to scale advertising across multiple platforms.
Projected to drive growth in the $204 billion retail media market by 2027.
The Criteo and Mirakl Ads integration focuses on mid-to-long-tail advertisers, a segment comprising thousands of smaller brands and marketplace vendors. These advertisers, while individually modest, collectively represent significant advertising investment. According to SmartScout, third-party sellers spend 127% more than first-party brands on Amazon, highlighting their value. This partnership enables retailers to capture this high-value opportunity by providing self-service tools and automated campaign management, streamlining advertising efforts across multiple marketplace platforms.
By combining Criteo’s advanced ad-serving technology with Mirakl’s ecosystem of brands and third-party sellers, the integration offers unified workflows, integrated billing, and enhanced reporting. These features simplify campaign execution, allowing retailers to scale advertising efforts without operational complexity. The AI-driven automation ensures efficient campaign management, enabling mid-to-long-tail advertisers to launch campaigns seamlessly and boost product visibility across retail media networks.
“As retail media evolves, retailers are seeking streamlined solutions to grow demand and connect with diverse brand partners. Together we enable third-party advertisers to easily launch campaigns, boosting product variety without adding operational complexity to retailers. This integration empowers retailers to monetize their marketplaces more efficiently while enhancing the shopping experience for consumers,” said Melanie Zimmermann, General Manager of Global Retail Media at Criteo. This focus on efficiency and scalability strengthens retailers’ ability to drive revenue while improving the consumer shopping experience.
“We’re thrilled to offer this integrated capability to retailers who want to unlock the untapped power of mid-long-tail advertisers through automation and self-service. We are helping advertisers and sellers to seamlessly participate in all retail programs, and this partnership shows the growing importance of marketplaces in all the commerce ecosystem,” said Octavie Gosselin, Global Vice President of Mirakl Ads. The collaboration underscores the critical role of marketplaces in modern commerce, enabling third-party sellers to engage effectively in retail media programs.
The partnership between Criteo and Mirakl Ads marks a significant advancement in retail media, offering retailers and advertisers innovative tools to capitalize on the growing marketplace opportunity. By simplifying access for mid-to-long-tail advertisers and enhancing campaign efficiency, this integration drives revenue growth and strengthens the commerce ecosystem. As retail media continues to evolve, this collaboration positions Criteo and Mirakl Ads as leaders in delivering scalable, AI-driven solutions for the industry.
Criteo is the global platform connecting the commerce ecosystem for brands, agencies, retailers, and media owners. Its AI-powered advertising platform has unique access to more than $1 trillion in annual commerce sales—powering connections with shoppers, inspiring discovery, and enabling highly personalized experiences. With thousands of clients and partnerships spanning global retail to digital commerce, Criteo delivers the technology, tools, and insights businesses need to drive performance and growth. For more information, please visit criteo.com.
Mirakl is the leading provider of eCommerce software solutions. Mirakl's suite of solutions provides enterprises with a transformative way to drive significant growth and efficiency in their online business.
Since 2012, Mirakl has been pioneering the platform economy, empowering retail and b2b enterprises with the most advanced, secure and scalable technology to digitize and expand product assortment through marketplace and dropship, improve efficiency in supplier catalog management and payments, personalize shopping experiences, and boost profits through retail media.
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