Observed Signal · Jan 24, 2023 · Market Research · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Agency Report 2023: Survival Only Goal for 21%
OnlineMarketing.de summarizes Criteo’s Agency Report 2023, based on a November 2022 survey of over 800 senior agency professionals in Germany, the UK, France, and the US. Loyalty and innovation are the top client goals (42% each), while survival is cited by 21%. Media strategies are shaped by the adoption of new channels and improved customer experiences (both 52%), plus data privacy rules (38%) and economic conditions (35%). Retail Media and Connected TV are highlighted as promising channels; 93% say clients should explore new channels, and 66% expect Retail Media to deliver higher ROI than Search or Social. Campaign metrics of interest include purchase rate and cost per order (29% each) and ROAS (37%). Omnichannel management remains important (67%), with 74% expecting no price changes and 51% focusing on performance; 47% value brand awareness. Brian Gleason of Criteo notes rapid proliferation of new channels—Audio, Retail Media, CTV—and the importance of first‑party data and closed‑loop reporting, per Criteo press release.
Industry trend data from a supplier of ad tech insights; not a major platform release or earnings event.
Track Criteo Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Criteo surveyed over 800 senior agency staff in Germany, the UK, France, and the US in November 2022.
- Loyalty and Innovation cited as top client goals by 42% each; Survival cited by 21%.
- Strategy drivers include adoption of new digital channels and improved customer experience (both 52%), plus privacy rules (38%) and economic conditions (35%).
- Retail Media and Connected TV identified as promising channels; 93% say clients should explore new channels; 66% expect Retail Media to deliver higher ROI than Search or Social.
- Omnichannel management is a priority; 67% want improvements; 74% expect no price changes; 51% focus on performance; 47% value brand awareness.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Criteo SSP Recognized by Frost & Sullivan for Commerce Media Innovation
Criteo's SSP has been recognized by Frost & Sullivan for innovation in commerce media, as announced in a new press release dated October 5, 2026.
Apple iOS 27 Blocks The Trade Desk from Serving Safari Ads
Apple's iOS 27, released mid-September, has blocked major programmatic data firms—including The Trade Desk, LiveRamp, ID5, Permutive, and Audigent—from serving ads or collecting data in Safari via a WebKit blocklist. This dynamic, privately hosted blocklist prevents ad delivery on iPhones, iPads, and macOS, affecting CDPs, DMPs, and DSPs. The Trade Desk's adsrvr.org was removed in iOS 27.2 beta, but Apple plans a broader blocklist covering hundreds of ad tech and martech vendors, disrupting ad serving, attribution, and alternative IDs. Unlike ATT, this fully blocks ad delivery, raising competitive concerns, especially if Google is exempt. Some vendors like LiveIntent and Lotame remain unaffected, but the block reduces publisher demand and shifts market composition. It follows regulatory actions in Europe and a UK class action, with Germany's Bundeskartellamt concluding in mid-2026. IAB Tech Lab's Trusted Server is a proposed solution, but adoption is slow. Impact is currently limited by low iOS 27 adoption but expected to grow.
OpenAI's Path to $25B Ad Revenue: Five Key Hurdles
OpenAI's advertising business, launched seven months ago, is reportedly achieving a $1 billion annualized revenue run rate, with projections of $25 billion in ad revenue by end of this year and $100 billion by 2030. However, advertisers cite significant barriers to scaling spend beyond test budgets. Key challenges include inadequate measurement and attribution, rigid contract terms causing data and liability concerns, insufficient inventory, and the need to expand the advertiser base to include SMBs via integrations like Shopify. To support this growth, OpenAI is partnering with ad tech firms like Criteo and Kargo to broaden reach. Infrastructure development is also critical to meet demand. Industry observers note that OpenAI must address these issues to compete with established platforms like Google and Meta, especially given rising AI safety and privacy concerns.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.