Profile: Criteo SA (CRTO.OQ)
18 Apr 2019
Criteo S.A., incorporated on October 19, 2005, is a global technology company specializing in digital performance marketing. The Company's solution consists of the Criteo Engine, the Company's data assets, access to inventory, and its advertiser and publisher platforms. The Criteo Engine consists of various machine learning algorithms, such as prediction, recommendation, bidding and creative algorithms and the global hardware and software infrastructure. The Company operates in approximately 90 countries through a network of over 30 international offices located in Europe, the Americas and the Asia-Pacific region. The Criteo Engine delivers advertisements through multiple marketing channels and formats, including display advertising banners, native advertising banners and marketing messages delivered to opt-in e-mail addresses. Advertisements are delivered on all devices and screens, including Web browsers on desktops and laptops, mobile Web browsers on smartphones and tablets, as well as mobile applications.
The Criteo Engine consists of prediction algorithms, recommendation algorithms, software systems and processes, bidding engine, dynamic creative optimization and experimentation platform. The prediction algorithms predict the probability and nature of a user's engagement with a given advertisement, such as in the form of clicks, conversions, basket-value, or specific product categories purchased. The predicted engagement incorporates data from the Company's advertiser clients, publishers and third-party sources, including user intent, the products offered by the client, as well as data on the creative content of the advertisement, context in which the advertisement is viewed. The recommendation algorithms create advertisements to specific user interest by determining the specific products and services to include in the advertisement.
The Company's bidding engine executes campaigns based on certain objectives set by its clients. The Criteo Engine assembles and delivers individualized advertisements and provides campaign reporting. The Criteo Engine assembles advertising content on an impression-by-impression basis in real time, by optimizing each individual creative component in the advertisement, from the font, color, size of product pictures to the call to action. The Company's technology enables data synchronization, storage and analysis. The Company's experimentation platform is used to improve the prediction abilities of its models, by measuring the correlation of specific parameters with user engagement, usually clicks.
The Company collects information about the interaction of users with its advertisers' and publishers' digital properties, including, information about the placement of advertisements and users' shopping or other interactions with the Company's clients' digital properties or advertisements, using cookies and similar tracking technologies. In addition to client data, the Company seeks to use information about the context or intent of a given user to further refine its prediction accuracy.
Advertiser and Publisher Platforms
The Company offers its clients an integrated technology platform that enables visibility and includes a unified dashboard and a suite of software and services that automates campaign processes. The Company's integrated solution includes a suite of services and software tools, including a unified dashboard to manage campaigns; Business intelligence, and Publisher Marketplace (PuMP).
Access to Inventory
Through the Company' relationships with real-time bidding (RTB) Internet display exchanges, and over 14,000 publisher partners, including through PuMP, the Company provides access to advertising inventory. In addition to display advertising inventory, the Company also sources opt-in e-mail addresses from third party marketing e-mail databases, usually from publishers with whom the Company has a direct relationship.
The Company competes with Alliance Data Systems, Corp., Amazon.com, Inc., eBay Inc., Facebook, Inc., Google Inc., Tesco plc and Twitter, Inc.
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