Collaboration leverages ad serving technology, unified workflows, integrated billing and reporting to unlock mid-to-long-tail activation within Retail Media Networks

Criteo, the global platform connecting the commerce ecosystem, and Mirakl Ads, the retail media solution from the global leader in eCommerce solutions, announced a global integration to unlock untapped opportunity of retailers’ mid-to-long-tail advertisers, driving unprecedented efficiency and scale in the $204B^* retail media industry projected for 2027.

The strategic alliance between Criteo and Mirakl Ads is built to serve an increasingly valuable but hard-to-reach segment of retail media: third-party sellers and mid-to-long-tail advertisers who are eager to invest in retail media but sit outside the usual sales and media management channels. By combining Mirakl’s extensive ecosystem of brands and third-party sellers with Criteo’s retail media supply and ad-serving technology, this collaboration empowers retailers to unlock new revenue streams at scale through AI-automated and efficient campaign execution.

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Mid-to-long-tail advertisers and third-party sellers consist of thousands of smaller brands and marketplace vendors who, while modest in scale individually, collectively represent a significant portion of advertising investment. According to SmartScout, these sellers spend 127% more than first-party brands on Amazon—highlighting a major opportunity for other retailers to tap into the high-value marketplace opportunity. The Criteo and Mirakl integration supports these advertisers with self-service tools and automated campaign management to efficiently scale their retail media efforts across multiple marketplace platforms.

Melanie Zimmermann, General Manager of Global Retail Media at Criteo, added:
“As retail media evolves, retailers are seeking streamlined solutions to grow demand and connect with diverse brand partners. Together we enable third-party advertisers to easily launch campaigns, boosting product variety without adding operational complexity to retailers. This integration empowers retailers to monetize their marketplaces more efficiently while enhancing the shopping experience for consumers.”

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Octavie Gosselin, Global Vice President of Mirakl Ads, concluded: “We’re thrilled to offer this integrated capability to retailers who want to unlock the untapped power of mid-long-tail advertisers through automation and self-service. We are helping advertisers and sellers to seamlessly participate in all retail programs, and this partnership shows the growing importance of marketplaces in all the commerce ecosystem.”

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