Criteo refreshes branding as it gears up for post-cookie world

Criteo has refreshed its branding, unveiling a new logo, visual identity and brand positioning “The Future is Wide Open”. According to Criteo, the move showcases its commitment to supporting a fair and open internet that enables discovery, innovation and choice. It also exemplifies the opportunity that Criteo can capitalise on as it gears up for a cookieless world.

The new logo brings the two dots previously connected at the top right of the logo to the centre of the new logo to better represent consumers and its customers, who are the centrepiece of the company’s product strategy. The two dots now include open space, nodding to both discovery and openness as the company invites its audience in and balances a strong legacy, visualised with a bolder font, with modern capabilities.

The visual changes were developed by Criteo’s marketing team, in partnership with creative and innovation agency, Technology, Humans and Taste [THAT], who consulted on the brand positioning. 

According to CEO Megan Clarken, the time is right for a new brand identity and rally cry, as it aims to set an optimistic tone for the future of the open Internet. Meanwhile, executive MD, Asia Pacific Kenneth Pao said Criteo’s rebrand signifies a new era of opportunity for the company in Asia Pacific, a region where 65% of the region’s GDP is expected to be digitised, according to IDC. In a conversation with MARKETING-INTERACTIVE, Pao said Criteo chose to rebrand now as it has seen substantial development in the last year to reflect its immense progress and transformation. He added that the rebranding was pivotal in outlining the steps Criteo has taken to better serve its clients and “cements its place as a leader in commerce media”.

“We worked across several teams at Criteo to make this possible. Our senior leadership including Clarken, CMO Brendan McCarthy, and chief product officer Todd Parsons, were involved and consulted in the process, as well as selected Criteo change agents and product marketing managers,” he added.

Following the rebrand, Criteo will continue to innovate its product and solutions to serve the diverse market in the region. To announce the new branding, Criteo held a virtual investor day to reintroduce its suite of products for marketers and its leadership team also came together to present strategy, market opportunity, capabilities and positioning.

Pao also told MARKETING-INTERACTIVE that taking inspiration from the new tagline, “The Future is Wide Open”, Criteo plans to articulate this openness by demonstrating its “willingness to collaborate and evolve for the good of marketers, media owners, the consumers that it serves and the advertising industry as a whole”. The tagline also shows how Criteo will be purpose-led in all its endeavours of “supporting a fair and open Internet that enables discovery, innovation, and choice”.

According to Pao, the new brand means it will no longer only be a retargeting point solution, but rather a global technology company driving outcomes for marketers and media owners through its world-leading commerce media platform. These will be key messages Criteo plans to communicate through the marketing of its new brand.

Pao also added that Criteo’s vision for Southeast Asia in the next year is to have the consumer at the center of any decision. “This means, we always explore if and what the impact of any decision has on the consumer experience. At the same time, meeting the needs and demands today for more control and transparency, while enjoying richer experiences,” said Pao.

According to him, Criteo sees the use of mobile and app platforms for purchase as a key opportunity in the region. Additionally, he said that travel also presents an area of future opportunity that marketers should also keep a pulse on. 

Addressing the potential concerns that marketers may have nowadays, Pao cites evolving policies and industry changes such as Google’s recent announcement that it would not create its own PII-based identifiers and Apple’s IFDA as examples. He said that marketers would be concerned about understanding their consumers through intelligent insights while keeping a balance with user permission and consent to these existing systems. 

Therefore, Pao encouraged marketers to explore solutions for online identity that does not rely on third-party cookies and seek support from partners such as Criteo, who are working with industry leaders on developing identification techniques which are not device-centric and help to maintain performances on their iOS inventory.

Pao said that the ability to thrive in this changing landscape will require putting the customer first by ensuring an outstanding user experience that delivers engaging and relevant content. He said Criteo will continue to invest in its first-party media network, as well as cohort-based and contextual advertising, which allow marketers to effectively engage with their customers in a privacy-safe and consented manner.

He added that the most important thing for brands to do is to establish a strong omni-channel strategy to deliver seamless offline-online experiences, even as consumers in Asia are expected to continue to alternate between online and offline mediums throughout their shopping journey.

“This will ultimately build customer loyalty and drive long-term growth by driving customer lifetime value,” Pao said.

He also pointed out that marketers should look at ways to target the right audience and retarget with repeat consumers. By syncing CRM data, marketers can identify consumers who have made past purchases and engage them with personalized, relevant ads to compel purchases.

In preparation for the post-cookie world, Criteo unveiled a product that connects first-party commerce data with real-time contextual signals, helping marketers to continue driving and measuring revenue in a post-cookie world. The company said that its contextual advertising solution is an important milestone in the company's larger vision to become a commerce media platform.

Last month, the company acquired retail media technology company Mabaya, which powers sponsored products and retail media monetisation for major eCommerce marketplaces globally. The acquisition of Mabaya is an important building block of Criteo's commerce media platform strategy. According to Criteo, the move expands its ability to help marketplace sellers and brands drive more product sales while enabling retailers and marketplaces to grow new retail media revenue streams.