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BizReport : Advertising archives : September 21, 2010

Criteo CPC platform includes display ad inventory

A new release from PPC retargeting firm Criteo may help brands better control their display ad spending. Called the Criteo Performance Optimization Platform, the new release allows marketers to use CPC bidding in the display ad space; brands can bid to the category level, giving them control over exactly where ads will be placed.

by Kristina Knight

criteo.gif"There has been a fundamental shift across industries to self-service technologies. With the introduction of Google AdWords, advertisers experienced the benefits from having visibility and control of search campaigns but had not yet had this control in the display space," said Greg Coleman, President of the Huffington Post. "Criteo's new platform marks an important development for display advertising, solving one of this tactic's biggest shortcomings - inflexibility. Criteo now provides advertisers complete control over all components of their retargeting display campaigns."

The new platform allows marketers to retarget display ads through cost per click bidding. Brands can create customized product categories so that their ads are hyper specific, at the same time optimizing cost-of-sales within product categories.

"For the first time, online display advertisers have access to the same level of flexibility, control and performance as they do in search," said JB Rudelle, CEO and co-founder of Criteo. "The Performance Optimization Platform was the next logical move for us after bringing CPC personalized retargeting to the market. Criteo's new self-service platform empowers our more than 700 clients to fully control their ROI down to the product level."

In the system, bids can be placed in real time and according to customized categories. Marketers can manage campaigns by defining and tweaking what categories include and then determine ads according to where the consumer is in the purchasing funnel. As the campaign proceeds, brands can monitor how things are going, tweak and adjust budgets or replenish the campaign as needed.

Tags: CPC advertising, CPC bidding, Criteo, display advertising, online advertising

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