Inside the retargeting class, Criteo has been probably the most profitable participant by a large margin. It constructed a worldwide retargeting empire from its house base in France, conquering the US market and lots of others too. It was a neat trick.
Now the corporate is attempting to drag off two extra. First, it’s working to save lots of the profitable retargeting enterprise by creating a single sign-on (SSO) resolution for shoppers that may run throughout writer web sites. Second, it’s pivoting towards ecommerce to make itself much less reliant on retargeting.
This week on the AdExchanger Talks podcast, Chief Product Officer Todd Parsons shares an inside view of the SSO skunkworks challenge. And he explains why Criteo assumed duty for this effort – which will likely be key to the eventual success of the industry-wide Unified ID 2.zero initiative.
“With out retargeting we actually wouldn’t have a shot at stitching collectively first occasion knowledge on any id framework,” he says. “It simply wouldn’t occur.”
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