When the chief financial officer of French ad-tech company Criteo SA made a presentation to investors recently, he was quickly interrupted by skeptics who couldn’t wait for the end of his speech.
They wanted to know what differentiated his firm from the many others claiming to make advertising more efficient and cheaper for marketers.
The success of Parisian ad tech company Criteo has a big impact on how French tech companies conduct business. More startups in France are angling their way into the U.S. where they can access a bigger market and raise more capital from venture capitalists.
As consumers, we are deluged with marketing messages everywhere we go. Every day, our email inboxes are flooded with hundreds of new emails we’ll never open, because they contain information about products and services we’ll never buy. Yet, email remains one of the highest performing online media channels for marketers. The good news for consumers and brands alike is that the world of email is changing. Structural shifts have created space for a new breed of programmatic email providers, giving marketers the ability to reach consumers with relevant, personalized communications.
Paris is not only all about wines, cheeses and museums. Now it’s about ad tech, too. O, là là. A few Parisian ad tech firms have seen big success in the U.S. and many more are looking to America for growth, inspiration and, of course, money, as the French ad tech hotbed gets even toastier: French online ad company Criteo’s revenue increased 55 percent year-over-year last quarter to €362 million (around $406.7 million).
Lately the tech industry has been a bit of funk, at least with Wall Street. But there are some operators that seem to be immune, such as Criteo. The company, which develops software tools to improve the performance of online marketing campaigns, continues to grow at a rapid clip. During the latest quarter, revenues jumped by 36 percent to $401 million and there was also a hefty profit. So to this end, I recently had a chance to talk to James Smith, who is the EVP of Americas for Criteo.
Starting a company has its ups and downs, highs and lows. The same can be said for any job, and any leadership position—even in a large organization. But when starting a business, especially a tech one, things move quickly—often too quickly. Ultimately, running a company boils down to one thing: transparent and consistent communication.
Criteo announced the launch of Criteo Dynamic Mail on Thursday, a predictive email marketing solution that delivers product recommendations based on a customer's previous browsing behavior and purchase history. Criteo Dynamic Email adds a finite email targeting solution to the performance marketing company’s suite of advertising technology products for online retailers.