Rudelle was especially bullish on Criteo’s mobile development efforts, noting early traction around the September release of a performance display ad solution designed for the mobile Web. Although the product was formally rolled out in December, Rudelle said the solution accounted for about 2.5% of revenue exact for the month of September and spiked to 10% in December, to paint a picture of the order of magnitude in adoption.
In addition to mobile, and a forward push in in-app ads through deep linking as a result of its AD-X Tracking acquisition, Rudelle noted geographic expansion is top of mind for the company.
“The US is by far the most sophisticated digital advertising market, and we saw good traction of new products and native ad formats within existing large accounts,” Rudelle said, noting 62% growth in revenue attributed to this market. “The US is leading in the roll-out of our mid-funnel products.”
Criteo also appointed former Advertising.com and Weather Channel exec Rob Deichert as COO for North American business in November. The Asia-Pacific region, Rudelle said, is another “major growth driver for us,” noting Criteo’s move to set up a business subsidiary in Singapore in addition to an office in Beijing; EMEA, where Criteo has staked its longest historical claim, experienced 37% revenue growth ex-TAC in 2013.
Summing up three core factors for growth in 2013, Rudelle credited the upselling of mid-funnel and mobile products to its existing retargeting base, the “significant” expansion of its mid-market client segment, as well as a continual push beyond retail in verticals, by increasing the number of automotive, telecom and consumer goods customers that range from T-Mobile to L’Oreal.