Since joining Criteo as CMO five years ago, I’ve been continually inspired by our team’s passion and commitment to solving the adtech industry’s most complex challenges—not just because it’s hard, but because solving them unlocks real value for our clients and the broader ecosystem.
Over the years, I’ve also had the privilege of hearing directly from our clients around the world, and one thing is clear: they need a partner who can connect every commerce touchpoint across the consumer journey. We’ve expanded our business to meet that need, but our brand positioning hasn’t fully reflected that ambition.
When we introduced our tagline “The Future is Wide Open” in 2021, it signaled our commitment to a more open and connected commerce ecosystem, particularly on the open internet. But the landscape has shifted dramatically, with AI now fundamentally reshaping how people shop and how our clients reach them.
Criteo’s next chapter is about embracing that change. Our new brand direction represents both our evolution and future: to make every moment shoppable, connected and more meaningful—all enabled by AI. This evolution is captured in our enhanced brand positioning, anchored by a new tagline, which I’m proud to share with you in the video below.
For the love of commerce
Why this phrase? Because words matter. This new tagline captures our deep commitment to our clients, our partners and the future of AI-driven commerce. It reflects the passion and healthy obsession we bring to helping our clients thrive—not just by driving performance and retail media monetization, but by making commerce better, smarter and more connected.
This change is also in the name of closing the gap in online shopping experiences, which often fall short of consumers’ expectations. In our recent global Criteo study, 76% of shoppers said online shopping lacks surprise and delight. They cite it as often being too functional, uninspiring and fragmented. That’s a problem, and an opportunity. And one we have a unique ability to solve. That’s why under the rallying cry of our new positioning, we’re focused on helping our clients and partners move beyond being functional to create more engaging, meaningful commerce experiences.
From commerce media to commerce everywhere
The way that we experience commerce is now being completely shaped by AI—from the tools that we use to shop, to the creatives that we see alongside the products we’re discovering. Over the past 20 years, Criteo has played a central role in building the commerce ecosystem, and we recognize that we have tremendous responsibility to shape and improve the AI commerce experience moving forward.
Commerce is no longer confined to silos or single channels. It’s an always-on, interconnected ecosystem. Building successful strategies in commerce and advertising now depends on the ability to unify retail and media, brand and performance, discovery and conversion—across the open internet, retailers’ sites, social and beyond.
That’s why we’re evolving to build a more connected, effective future for digital commerce. And no one is better poised to do this than Criteo with our global scale, unique access to commerce data, deep integrations and AI at our core to help our clients drive outcomes across the full funnel and on all channels.
Driving commerce with character
For two decades, Criteo has been committed to uplifting AI-driven experiences. From our early days as a movie recommendation engine to becoming a pioneer in retargeting and leader in retail media, we’ve always combined AI and data to deliver relevance and value. Now, we’re expanding further up the funnel, across more channels such as CTV and social and into more innovative formats that help bring the joy back into online shopping.
That’s why to us, For the love of commerce is more than a tagline. It’s a declaration of who we are and where we’re going. It’s our promise to keep evolving, keep solving and keep putting commerce at the heart of everything we do, for the benefit of brands, retailers, consumers and the industry overall.
The start of our next chapter—bringing the love to Cannes Lions
We’re excited to unveil this new chapter of our brand today and bring it to life at Cannes Lions next week, where For the love of commerce will be represented across the city.
For anyone attending the festival, keep an eye out for our signature orange Criteo heart along the Croisette and near the Palais. In the spirit of creating surprise and delight, we’re partnering with local cafés, bakeries and shops, where attendees can exchange orange heart stickers for special treats to support local businesses and spread a little joy.
And this is just the beginning. Our campaign will continue in global markets, with out-of-home placements in London, New York, and Tokyo around key industry events and across our digital channels. So, whether you’re at Cannes or following from afar—look up, look around and stay tuned. We’re excited for what’s ahead, and proud to keep delivering commerce outcomes with a brand voice that’s finally caught up with our ambition.
For a more detailed look at ways to engage with us in Cannes, follow our event schedule linked here.
