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NEW YORK - Criteo (NASDAQ:CRTO), a digital advertising company currently trading near its 52-week low with a market cap of $1.2 billion, and WPP Media announced Tuesday a new partnership aimed at scaling commerce intelligence to Connected TV (CTV) advertising, allowing brands to reach qualified consumers across premium CTV inventory. According to InvestingPro analysis, Criteo maintains strong financial health with a perfect Piotroski Score of 9, suggesting robust operational efficiency.
The collaboration combines Criteo’s real-time commerce signals from 17,000 e-commerce sites and WPP Media’s Open Intelligence to create curated audiences that can be activated through any demand-side platform (DSP). With annual revenues of $1.9 billion and a healthy gross profit margin of 52%, Criteo brings substantial commercial scale to this partnership.
Piloted with Roku, Samsung, and Scripps, the partnership enables advertisers to use Deal IDs powered by Criteo’s Commerce Grid Supply-side Platform to implement commerce-first CTV strategies that connect ad exposure to measurable outcomes like foot traffic and sales.
"By combining the strength of Criteo’s commerce signals with Open Intelligence, we’re accelerating the assimilation of the two—unlocking full-funnel, performance-driven strategies in CTV," said Sandy Welsch, Executive Director Global Commerce Partnerships & Tech Enablement at WPP Media.
Lindsay Pullins, Director of Business Development & Partnerships at Roku, added, "We’re excited to see this partnership showcase the power of CTV in helping brands drive full-funnel outcomes."
The solution addresses advertisers’ growing need to make marketing investments accountable to business outcomes, particularly in channels like CTV. Criteo’s commerce signals originate from retail partners spanning over $1 trillion in annual ecommerce sales.
Joseph Meehan, General Manager of Global Commerce Supply at Criteo, described the partnership as "giving brands the ability to reach broad audiences with the same level of precision and measurability they expect from digital."
The announcement comes as brands increasingly seek to connect traditional brand metrics with commerce performance in their advertising strategies, according to the press release statement. While Criteo’s stock has faced recent pressure, InvestingPro data reveals the company maintains strong fundamentals with more cash than debt on its balance sheet and robust free cash flow yields. For deeper insights into Criteo’s financial health and growth potential, investors can access the comprehensive Pro Research Report, available exclusively to InvestingPro subscribers.
In other recent news, Criteo has been actively involved in several strategic developments. The company announced the appointment of Wilfried Schobeiri as Senior Vice President, Head of Product, Performance Media, aiming to enhance its performance media offerings. In a strategic move to boost its retail media capabilities, Criteo has partnered with Mirakl Ads to integrate ad-serving technology with Mirakl’s ecosystem, facilitating better monetization for retailers. Additionally, Criteo expanded its global partnership with dentsu, integrating its Commerce Media Platform across dentsu’s agency network to improve commerce and performance media campaigns.
On the financial front, Benchmark has adjusted its outlook on Criteo, lowering the stock price target to $42 from $46 while maintaining a Buy rating, citing concerns over retail media. Previously, Benchmark had reduced the price target from $55 to $46 due to challenges such as the transition of a major client and the exit of Uber Eats US. Analyst Mark Zgutowicz from Benchmark anticipates a "significant optical reset" affecting Criteo through 2026, with reduced spending in key sectors like retail department stores, fashion, and beauty. Despite these challenges, Criteo’s second-quarter adjusted EBITDA is expected to align with expectations, potentially benefiting from favorable foreign exchange conditions.
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