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07/06/17

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What Makes Criteo's Engine Hum? Universal Match

Shoppers regularly navigate their journeys using multiple devices. If advertisers don’t have a reliable way to track this cross-device behavior, they can’t optimize the full shopping journey. Instead, they're beholden to lots of unrelated, device-centric data.

To get a complete view of this buyer’s journey, ecommerce marketers need a solution that supports a 360-degree view of each individual, in order to point him or her toward the products that are most likely to convert. 

This is where the Criteo Engine comes into play. Its four parts — Universal Match, Predictive Bidding, Product Recommendations, and Kinetic Design — work seamlessly together to deliver a responsive solution. In this blog series, we’ll be discussing how the Criteo Engine listens to intent signals and uses them to deliver optimized ads, customized for each person.

Today, we're taking a look at the first component of the Criteo Engine, Universal Match.

How It Works

Universal Match helps you and your marketing team track shopping journeys across multiple devices, providing a user-centric view by keeping an eye on shopper intent signals throughout the process.

Universal Match collects shopper intent signals across every device to indicate the likelihood of purchase. 

Universal Match is made up of two powerful features. These provide a single, in-depth view of each person, identify and target paid display campaigns to shoppers on the most appropriate devices, and inform the overarching Criteo Engine.

1. Event Collection

First, you need to understand how shoppers interact with your brand through their preferred mediums. The path to purchase can include laptops, smartphones, and tablets. Universal Match's Event Collection gathers the granular shopping insights for each person across all these devices and browsers.

  • One Tag: This feature enables Event Collection by placing a JavaScript tag on each page of your website. This provides Universal Match with valuable data about how shoppers interact with the touchpoints throughout your site, including the pages they visited and products they looked at and bought.
  • Safari Browser Support: This allows you to glean insights about users leveraging the Safari browser, and serves relevant ads that can increase sales by a much as 11 percent.
  • App Events SDK: This developer toolkit supports all the functionality offered by Criteo’s Dynamic Retargeting. App Events SDK also enables developers to gather data about in-app events and completed transactions, which can be measured and used to improve campaign performance.
  • App Events API: This tool allows you to utilize your own server for analysis of real-time in-app events, sent directly from the Criteo Advertiser API.
  • Mobile measurement partner: This partnership includes several third-party companies offering alternate integration options that leverage advertisers’ analytics to communicate in-app events to the Criteo Engine.

2. Criteo User Graph

Criteo User Graph enables identification of the multiple devices used by shoppers. It supports the creation of a single, cohesive, user-centric view of a user's shopping journey across all devices, browsers, and apps. Individual browsing sessions across different devices are linked to establish a complete look at the ways your shoppers connect with your brand.

Universal Match is a powerful, intuitive piece of the Criteo Engine, but it isn't the only gear that makes this solution hum. Up next, find out how Predictive Bidding lets you to make the right bid at the right time for each unique shopper.

What Makes Criteo’s Engine Hum, The Series:

Universal Match

Predictive Bidding

Product Recommendations

Kinetic Design - Coming soon!

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Categories: Performance Marketing