Criteo unveils new brand direction with AI-driven vision

Digital ad platform Criteo is entering a new chapter with the launch of a refreshed brand platform and global campaign centred on its tagline “For the love of commerce.” The move marks a significant shift for the adtech company as it looks to deepen its influence around the future of AI-powered commerce media, both globally and in fast-evolving regions such as Asia Pacific.

The brand refresh comes at a time when digital commerce is undergoing rapid transformation. According to Criteo’s latest research, 76% of global shoppers say online shopping lacks surprise and delight, often describing the experience as uninspiring or overly functional. With consumer expectations rising and commerce becoming increasingly complex, Criteo’s new brand direction aims to “put heart back in the cart” by making the digital shopping journey more meaningful, connected and joyful.

“Online shopping has become overly functional and fragmented, and consumers are feeling it,” Brendan McCarthy, Criteo CMO told MARKETING-INTERACTIVE. “Our goal is to help brands move beyond the transaction to create richer, more meaningful experiences.”

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Criteo first signalled its expansion beyond retargeting into full-funnel commerce media with its 2021 tagline “The future is wide open.” But the digital commerce ecosystem has since evolved quickly. “The lines between brand and performance marketing have blurred. Retail media and traditional advertising are converging," McCarthy said.

"Closed ecosystems are becoming more dominant, and the rise of AI and Google’s decision to continue supporting third-party cookies are changing how people shop and how brands connect with them,” he added.

With the new tagline Criteo positions itself as a brand deeply invested in crafting AI-driven, relevant and emotionally resonant commerce experiences. The brand platform, created in partnership with The Marketing Practice, reflects Criteo’s core values of being “open, together and impactful".

The campaign also features bold creative executions, most notably at the Cannes Lions International Festival of Creativity, where Criteo launched an orange heart-shaped hot air balloon along the Croisette emblazoned with “putting heart back in the cart.” At Cannes and beyond, orange heart stickers will appear in local cafés, bakeries and shops as part of a global activation rewarding local shoppers with complimentary items to support small businesses.

At the core of the brand refresh is Criteo’s vision to build the world’s leading commerce media platform. The company is leaning into its strengths - proprietary commerce data, AI technology, and global reach, to connect brands, agencies, retailers and media owners in smarter, more seamless ways.

“With 720 million daily active users, we offer unparalleled insight into what drives outcomes,” McCarthy said. “That helps businesses reach audiences with more relevance and intent, turning data into revenue and delivering real value across the ecosystem.” He added that Criteo’s technology is focused on creating ad experiences that feel intuitive rather than intrusive, making every moment in the shopping journey more effortless and connected.

While the campaign is global in scope, Criteo is tailoring its approach to resonate with local audiences, especially across diverse and high-growth regions like APAC. “APAC is one of the most dynamic and diverse markets in the world. What sets us apart here is our strong network of local partnerships and deep understanding of regional nuances. We understand that success in APAC requires more than a one-size-fits-all solution," he added.

Localisation will play a key role as the campaign rolls out in major cities such as New York, London and Tokyo, alongside tailored messaging and media in regional markets. From language customisation to market-specific insights, Criteo is adapting its creative and product messaging to reflect the varying levels of digital maturity, privacy regulations and commerce behaviours across regions.

“We’ve designed our AI-powered platform to scale according to each market’s level of digital maturity, whether a brand is just starting out or looking to deepen engagement in a mature environment,” McCarthy noted. “Criteo’s renewed brand direction reflects our commitment to helping brands in this diverse landscape grow with flexibility, trust and local relevance.”

McCarthy said "for the love of commerce" signals more than a rebrand. It’s a statement of intent that Criteo is ready to lead the charge in reimagining commerce media through the power of AI, data and creativity, infusing it with emotional relevance, personalisation and purpose.

"Ultimately, the future of commerce is about connection, relevance and trust. This new brand direction brings that vision to life. With every decision we make at Criteo, it’s all for the love of commerce."

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