October 23, 2017 | 2 Minute Read
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Looking Ahead, Criteo CEO Eric Eichmann Looks Back

Ask our CEO Eric Eichmann about Criteo’s #VibrantFuture and he’s likely to refer back to Criteo’s past.

“We have always been a technology company,” says Eichmann in a recent interview with Beet.TV, “a technology company that has focused from its early days on how you convert data into sales.”

This year marks Criteo’s ten-year anniversary since going public and we’ve since grown exponentially in both our product offerings and geographical reach. Eichmann credits Criteo’s success to not only developing tools for marketers such as Dynamic Retargeting and Predictive Search, but also seeing the need to create tools for publishers.

“Even when programmatic didn’t exist, we would go to publishers and say ‘We’re not interested in buying audiences, we want to buy users from you,” says Eichmann, “To do that, we needed to set up a programmatic mechanism to see which users are coming to the publishers and find out which users are helpful.”

We’re now a company of 2,700 employees in 18 countries working across 30 offices.

Says Eichmann, “We work with eCommerce companies that represent about $550 billion in sales. For 25 quarters now, we have had 90% retention rate.”

Now, with the rise of the omnishopper and the Criteo Commerce Marketing Ecosystem in place, the lines between branding and marketing budgets are being blurred and Eichmann sees even more opportunities for marketers to use tools that were at a time seen purely for the sales suite.

For Criteo, that means being seen as both a marketing tool and a sales channel, with marketers viewing their spend as leading directly to sales.

“We’re helping bring the two worlds together,” Eichmann says, “of branding and promotional spend.”

Originally from Orange County, CA, Betty moved to New York in 2013 for a two-year creative writing program and never left. When not writing for Criteo Insights she can be found at a handful of $1 Oyster Happy Hours in Manhattan. She loves dogs but doesn’t have one.