With commerce-powered audiences, cross-channel activation, and connected measurement, Criteo is bringing performance advertising to the biggest screen in the home.
Streaming TV has changed how people watch content. Now, it’s changing how advertisers connect with shoppers.
As more viewers embrace streaming, connected TV (CTV) has become an increasingly important part of the advertising mix. But for performance-focused marketers, there’s still a big question: How do you know whether your TV advertising is actually driving business results?
At Criteo, we believe the biggest screen in the home should do more than build awareness. It should help brands reach relevant shoppers, inspire action, and contribute to measurable outcomes across the customer journey.
That’s why we’re expanding our Performance CTV capabilities into new global markets, bringing Criteo’s commerce intelligence, audience targeting, and connected measurement to more advertisers worldwide.
Following our initial momentum in the U.S., the rollout will begin in Brazil and Mexico by the end of 2026, followed by Canada, the UK, France, Germany, Italy, Spain, Australia, and select additional markets in 2027.
It’s another step toward making CTV a more connected, accountable part of all brands’ performance advertising.
Bringing performance to the biggest screen in the home
For years, TV advertising has been a powerful way to capture attention and build brand recognition. But connecting that attention to a buyer’s next move hasn’t always been straightforward.
A shopper might discover a brand while streaming their favorite show, browse products on their phone later that evening, and make a purchase on their laptop days afterward. Traditional TV measurement doesn’t always capture those connections, making it difficult for marketers to understand how their investment contributes to sales.
Performance CTV helps bridge that gap.
By bringing the commerce intelligence behind Criteo’s performance advertising capabilities to streaming TV, advertisers can move beyond broad audience assumptions and connect with people based on real shopping behaviors and purchase intent.
Instead of treating TV as a standalone awareness channel, brands can make it part of a broader strategy that connects discovery, consideration, and conversion. And importantly, they can better understand what happens after someone sees their ad.
Commerce intelligence makes CTV more relevant
Not all audiences are created equal. Knowing what someone watches can be useful, but understanding what they’re interested in buying provides another layer of relevance. This is what makes Criteo’s commerce intelligence so powerful.
Built on more than 20 years of performance advertising expertise, Criteo draws on real-time commerce signals from more than $1 trillion in annual transactions, 740 million daily active users, and over 5 billion product SKUs.
These signals help advertisers identify audiences based on actual shopping behaviors and purchase intent, rather than relying solely on demographic or viewing-based targeting.
Criteo’s proprietary household graph connects those commerce signals to connected TVs, helping brands reach relevant households in the streaming environment. Meanwhile, Criteo’s bidding technology uses that intelligence to optimize advertising investments and reach shoppers with greater precision. The result is a smarter way to approach CTV advertising, grounded in what people are interested in buying, not just what they’re watching in the moment.
From TV exposure to measurable action
It’s important to emphasize that the shopper journey rarely happens on one screen. So why should advertising stop at one?
With cross-channel activation, brands can follow CTV exposure with relevant advertising across the open internet, keeping their message visible as shoppers move closer to making a purchase.
For example, a travel brand might introduce a destination through an immersive CTV ad, then reconnect with interested shoppers through personalized display advertising as they explore options and plan their next trip. This sequential approach helps turn the attention generated by TV into opportunities for engagement and ultimately conversion.
And because Criteo connects CTV exposure to downstream activity, including website visits, conversions, and sales, advertisers can gain a clearer picture of how their TV investment contributes to broader performance goals.
Early results show the potential of Performance CTV
Advertisers are already seeing how commerce-powered CTV can contribute to performance. In one campaign, a global travel platform achieved:
- 61x return on ad spend (ROAS)
- 9% lower cost per acquisition compared with its display campaign targeting the same audience
These results demonstrate the potential of bringing commerce-informed targeting and performance optimization to streaming TV. Momentum is also growing across industries, with Criteo advertisers activating CTV campaigns in categories including apparel, travel, home furnishings, consumer electronics, and automotive.
Making CTV part of a connected advertising strategy
When TV advertising sits separately from display, social, and other digital channels, marketers can struggle to understand how their investments work together. Different reporting tools, disconnected audience strategies, and fragmented measurement make it harder to see the full picture.
Criteo’s Performance CTV offering is designed to bring those connections closer together.
By combining commerce-powered audience targeting with cross-channel activation and measurement, advertisers can:
- Reach relevant households: Connect with audiences informed by real shopping behavior and purchase intent.
- Extend engagement beyond TV: Reinforce CTV messaging with sequential advertising across other digital touchpoints.
- Measure what matters: Connect TV exposure to downstream outcomes, including site visits, conversions, and attributed sales.
- Build on existing strategies: Incorporate CTV into a broader performance approach rather than treating it as an isolated investment.
With access to premium CTV inventory through direct media-owner relationships and leading supply technology partners, Criteo also helps advertisers make CTV more relevant, more measurable, and more connected to the outcomes advertisers care about.
A new chapter for performance advertising
Streaming has already transformed the way audiences consume television. The next opportunity is transforming how advertisers measure its impact.
As Criteo expands Performance CTV globally, we’re helping more brands bring together the attention-grabbing power of television and the intelligence of performance advertising.
Ready to make streaming TV part of your performance strategy?
Explore Criteo’s Performance CTV capabilities or speak with one of our experts to discover how commerce intelligence can help connect your brand with relevant shoppers, from the biggest screen in the home to the moments that drive business results.
