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NEW YORK - Criteo (NASDAQ:CRTO), a profitable advertising technology company with $1.93 billion in revenue and a market capitalization of $1.25 billion, and Mirakl Ads announced Thursday a global integration aimed at helping retailers capture advertising revenue from marketplace sellers and mid-to-long-tail advertisers.
The partnership combines Criteo’s ad-serving technology with Mirakl’s ecosystem of third-party sellers to enable retailers to monetize their marketplaces more efficiently through automated campaign management and self-service tools.
According to the companies, the integration targets a segment of advertisers who collectively represent significant potential revenue but have traditionally been difficult to reach through standard media sales channels.
"As retail media evolves, retailers are seeking streamlined solutions to grow demand and connect with diverse brand partners," said Melanie Zimmermann, General Manager of Global Retail Media at Criteo.
The companies cited data from SmartScout indicating that third-party marketplace sellers spend 127% more than first-party brands on Amazon advertising, suggesting untapped potential for other retailers with marketplace platforms. Despite trading near its 52-week low, Criteo maintains a "GREAT" financial health score according to InvestingPro, which offers 12 additional key insights about the company’s performance and outlook.
Octavie Gosselin, Global Vice President of Mirakl Ads, described the integration as helping "unlock the untapped power of mid-long-tail advertisers through automation and self-service."
The collaboration comes as the retail media industry is projected to reach $204 billion by 2027, according to sources cited in the companies’ press release statement.
The integration provides unified workflows, integrated billing and reporting capabilities designed to simplify campaign management across multiple marketplace platforms.
In other recent news, Criteo reported first-quarter results that exceeded analyst expectations, with adjusted earnings per share reaching $1.10 compared to the anticipated $0.78. The company generated revenue of $451 million, significantly surpassing the forecasted $259.76 million. Criteo’s Contribution ex-TAC, a measure of profitability, rose 4% year-over-year to $264.4 million, while adjusted EBITDA increased by 30% to $92.1 million. Despite these strong results, analysts have adjusted their outlooks for Criteo. Benchmark’s Mark Zgutowicz reduced the stock’s price target to $46, citing challenges such as the transition of Criteo’s largest client and the exit of Uber Eats US. Meanwhile, JPMorgan lowered its price target to $27, noting a reduction in Criteo’s 2025 revenue guidance due to macroeconomic uncertainties and strategic shifts by clients. Susquehanna also revised its price target to $30, maintaining a Neutral rating amid concerns over client relationship changes and softer economic trends. Additionally, Criteo and dentsu announced a global partnership to integrate Criteo’s Commerce Media Platform across dentsu’s network, aiming to enhance commerce and performance media campaigns.
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