About Criteo
Criteo is a global commerce media platform best known for dynamic retargeting and personalized display advertising. With access to over 80 ad exchange networks and reach across more than 90% of the internet, Criteo helps brands re-engage users who have previously visited their site with relevant product ads across web, mobile, and app environments.
How Prescient AI measures Criteo
Prescient AI pulls spend, impressions, clicks, and conversion data from your Criteo campaigns directly into the Marketing Mix Model. The model evaluates retargeting and display performance at the channel and campaign level, separating the incremental revenue driven by Criteo from conversions that would have occurred without the retargeting touchpoint. Because the model updates daily, you can spot when retargeting efficiency is shifting and adjust budgets before performance degrades.
Why measure Criteo with a Marketing Mix Model
Retargeting platforms inherently target users who are already deep in the purchase funnel, which inflates platform-reported conversion metrics. Without a Marketing Mix Model, it is nearly impossible to know how much of that revenue is truly incremental versus demand that was already headed to checkout. The model also captures halo effects flowing in both directions — upper-funnel channels feeding the retargeting pool, and retargeting reinforcing brand recall. This gives you the clarity to right-size your Criteo investment, forecast diminishing returns along the saturation curve, and optimize the handoff between prospecting and retargeting across your full mix.
