Retargeting, the decade-old strategy marketers employ to “remind” users that they clicked on a website or display ad, is being threatened by the impending death of third-party cookies as a consumer tracking tool. In fact, old-school retargeting was baked into Criteo’s origins. CEO Megan Clarken has engaged in a delicate balancing act as she’s tried to broaden the company’s services to build up Criteo’s retail media network, which has over 21,000 ecommerce partners, including Best Buy, Costco, Macy’s and Target. By enabling Criteo to ingest first-party data on over $2.5 billion worth of daily interactions, the company still maintains its ability to provide traditional retargeting services, even as it reinvents itself.
