Separately, Criteo was recently named a partner in Facebook’s new Dynamic Product Ads Solution. Criteo tech will be used to serve up bidding recommendations across any kind of device a consumer can use to access Facebook.
Criteo has been working to build out its cross-device chops for some time, and in October launched a solution that uses hashed email address to connect consumers across mobile web, app and desktop screens.
“When you look at all of the major players like Google and Facebook, they all have authentication,” Rob Deichert, Criteo’s managing director for North America, told AdExchanger in October. “We found that a probabilistic match just doesn’t have the accuracy we want. That’s why our focus has been around making an exact match, which essentially allows us to create a kind of network effect to track behaviors everywhere.”
What happens to the 30 people who used to work for AD-X?
“The AD-X Tracking team will remain in place,” Wolf said. “The team will support AD-X Tracking clients until September. After that, the mobile business at Criteo is growing rapidly and as such this team will be redeployed within it.”