Google and Criteo Partner to Expand Retail Media Advertising Options

Google is partnering with Criteo to expand its presence in retail media advertising. The collaboration will integrate Criteo with Google Search Ads 360, allowing retailers to receive demand from Google and potentially attract a wider base of advertisers. The partnership aims to level the playing field in the retail media category, where dominant players control a significant share of spend. The partnership's first phase is a beta test in the Americas, with plans to scale globally.

In a significant move to enhance its retail media capabilities, Google has partnered with Criteo to integrate Criteo's premium retail media inventory with Google Search Ads 360. This collaboration marks a milestone in the digital commerce landscape, aiming to level the playing field in the retail media sector.

The partnership will initially be available through a limited beta test in the Americas, with plans to expand globally and into additional Google Marketing Platform tools. This integration allows Criteo's global network of over 200 retailers to opt into receiving demand from the Google Search Ads 360 platform, connecting with global brands across a broad range of categories.

For advertisers, the integration offers a powerful combination of scale, efficiency, and transparency, enabling them to create, launch, and optimize campaigns across Criteo's scaled retailer network within Search Ads 360. Together, Criteo and Google aim to provide unified measurement for retailers, giving brands a clear view into how their advertising drives incremental impact—enabling smarter budget allocation, stronger performance, and more confident investment decisions.

Bill Reardon, General Manager, Enterprise Platform at Google, shared, "We're focused on building a seamless commerce media ecosystem. With Criteo's expansive network of retailer partners, we're helping advertisers connect with customers at a critical moment in their shopping journey: onsite, through sponsored product ads. Coupled with our existing suite of offsite solutions in Performance Max and Shopping Ads, our goal is to empower advertisers and agencies with a more complete view of their advertising performance, enabling smarter decisions and more effective campaigns."

Industry forecasts project that the retail media industry will reach $204B by 2027 Criteo and Google Announce Onsite Retail Media Integration^[1]. However, spend remains concentrated among just a few dominant players. This integration helps to level the playing field by empowering a more diverse set of retailers to attract budgets and more brands to confidently invest across the broader ecosystem. It achieves this by unlocking access to new advertising dollars and providing clear proof of incremental impact.

Sherry Smith, President of Retail Media at Criteo, stated, "We're excited to welcome Google as one of our largest retail media partners, bringing scaled brand advertising to retailers on the Criteo platform. By connecting more brands to our global retail network and deepening investments from existing ones, we're helping retailers grow their media programs and maximize the value of their ad inventory while enabling advertisers to reach high-intent shoppers."

Advertisers interested in participating in the beta can contact their Google account team to assess eligibility. To learn more about Criteo's retail media offering, visit [here](https://www.criteo.com/news/press-releases/2025/09/criteo-and-google-announce-onsite-retail-media-integration/).