3 Problems Criteo’s Incoming CEO Must Solve

If the deal goes through, analysts and experts previously told ADWEEK that retail media firm IPG-Omnicom would have a more competitive advantage against Publicis Groupe, which has also invested heavily in media sales technology acquisitions in recent years.

With more mergers and acquisitions planned throughout 2025, Komasinski could help foster agency relationships at a critical time for Criteo.

“We don’t know Criteo’s long-term ambition yet,” Dan Maguire, director of media sales at Gale, told ADWEEK. “Is it about to become another CitrusAd? Mars? Volanti?”

Media sales growth is slowing

While retail media spending is expected to fall $60 billion this year, according to Emarketer, growth has begun to slow.

“Retail media growth is slowing due to some of the biggest players reaching saturation of their properties,” Sarah Marzano, principal analyst at Emarketer, told ADWEEK.

At the same time, the retail media space is becoming more crowded. Retailers and e-commerce companies continue launch new advertising venturesWhile adtech companies are emerging or pivoting to solve the challenges advertisers face when juggling dozens, if not hundreds, of different media sales networks.

Amazon, for example, is launch a new product which will help retailers highlight advertising companies and find potential advertisers. Until now, Amazon has sold ads only for itself.

“In order for retail media networks to find long-term success, they must overcome advertisers’ problems with navigating a fragmented landscape,” Marzano said. “If Criteo can be positioned as a salve for retail media networks and advertisers looking for efficiency and scale, it will play a valuable role in the future growth of retail media.”

Slower growth could also bring more M&A action to retail media, said Andrew Lipsman, an independent retail media analyst.

“There is likely to be consolidation [and] the aggregation of retail media networks over the next two years, as many accept the fact that they are not viable independently,” Lipsman said. “Criteo is well positioned for this tailwind.”

Most of Criteo’s business still relies on cookies

While Clarken has led Criteo into the retail media era, powering 225 retail media programs for companies such as Target, JCPenney and Walgreens, most of the company’s revenue comes from ad retargeting dependent on cookies.