Criteo

Criteo is an advertising company for online display advertisements.

Criteo boasts with being able to perfectly tailor and personalize ads to each individual user, offering services like:

Predictive Bidding, which supposedly “accurately forecasts each shopper’s engagement, conversion, and average order value, and bids the right price for each ad inventory to reach them.”
Product Recommendations, which “consider a shopper’s overall browsing habits, and go beyond what was last viewed or best sellers“
Audience Targeting: “Reengage people who already know you. Connect your customer data, and target groups like lapsed or loyal customers with dynamic ads that help them discover more of your products that they’ll love.”

These services make use of the Criteo Shopper Graph of “[r]eal-time identity data […] [to ensure] accurate cross-device identification from billions of active shoppers using multiple devices to shop”. This “continuously growing identity graph connects online and offline shopper identifiers […] for a holistic view of each individual’s shopping intent.” It also “connects shopper engagement events to products, categories and brand identifiers”.

Criteo then uses “advanced AI algorithms” to analyze data from the Shopper Graph in real time and “[learn] from real shopper behaviors”. The goal is to “assign a value to each customer and change the bid for every ad placement”.

Criteo lets customers “[e]nrich [their] first-party data with commerce data from 18,000+ advertisers and thousands of publishers”.

Tracker adapters

Tracking companies often use serveral endpoints and data formats for the transmitted data. For each combination of endpoints and data formats, we create a distinct adapter which decodes the request and maps it to the data types. For this tracking company, we have the following adapters: