Google is going to provide agencies and advertisers with access to the main retail media location on electronic trading sites such as Best Buy, Costco and Target.
The Agreement announced on September 10, 2025, the Google 360 search ad is connected (SA360) with the network of more than 200 retailers at the level of enterprises through the Cristo’s Advertising and Commerce platform.
“With a large network of Criteo retail partners, we are helping advertisers to connect with customers at a critical moment of their shopping trip,” said Bill Reardon, CEO of Enterprise Platform in Google.
Digital retail media
The retail media explodes. Adtelligent estimates that worldwide retail media spending would reach $ 145 to $ 165 billion in 2025, out of $ 59 billion in 2019.
In the United States, the market is awarded to more than $ 60 billion and, according to various sources, increases about 20% per year.
Advertisers use primary digital retail media to promote products sold on the dealer’s website. Many retail media advertisers are actually a supplier of trade and increase sales through a retail channel.
The digital retail media has been partially taken off because they are published on the first share of the first share and undisturbed undisturbed cookies or complicated personal data protection protocols.
Brick gardens
The market is dominated by several “brick gardens”, ie closed platforms or ecosystems operated by a single company. Amazon is far away and far from the leader.
In the 3rd quarter of 2025, Amazon’s advertising reached $ 15.69 billion, a year -on -year increase of 23%, reaching a record 9.36% of the company’s overall back and describing it as a rapidly growing segment.
Amazon caused its massive Emmerce marketplace and the best shopping in its class. Together they create a self -service advertising flywheel that controls conversions for advertisers and returned to Amazon.
Good data
Amazon’s Retail Media Frowwheel Works because the company controls the Entitire process, since the initial customer acquisition to the final purchase and gather all data on behavioral data. It has first -party data that is real, recent and accepted.
Compared to third -party data, Amazon and almost any advertising solution will be much more efficient in focusing shoppers and sales production.
These closed ecosystems also help with the grid. Since the ads are running and converting in a brick garden, advertising is easy.
Enter Google
While Amazon is an indisputable leader in digital retail media, Google is generally a king of digital advertising. The company generated approximately $ 71.3 billion in the return of advertising during the quarter of 2025, which represents a year -on -year increase of $ 10.4%.
Approximately $ 54 billion of this return Q2 was specific to advertising. A significant part that returned through the SA360 platform. These requirements will now join Criteo and its retail media network.
This agreement is a significant shift for the market. In the past, advertising products related to Google’s retail, such as AS-AS-ASIATED AS-ASIATED PMAX or Purchase ads, focused on retail-trade websites. The idea was that someone would ask about Google search, looked at the advertising of the receiving product and went to the retailer to buy it.
With Criteo, Google can now offer a more complete way of advertising to consumers. Its platform not only leads to retail websites, but also shoppers on this site for specific sponsored products.
Google vs. Amazon
In a sense, Google and Crito focus on Amazon’s dominance in digital retail media and brick gardens in general.
Google will receive the digital retail media on the market and give advertisers the SA360 opportunity to expand search campaigns to highly intended shopping around, all with a uniform degree and assignment.
The brands that used retail media now have an alternative. Rather than concentrating advertising expenditures in several dominant ecosystems, Google-Criteo integration opens to a wide range of retail advertising.
Sometimes access to some of these brick gardens opens and, as several scientists said, supports competition and “democratize” retail media.
Antitrust
While Criteo and Google have discussed for some time, the announcement of the agreement came only a few days after Google survived what could be a devastating antitrust decision. It was also less than two weeks before the second hearing.
In August 2024, the US District Court found Google guilty of maintaining an illegal monopoly on the general online search and text advertising markets.
Until the hearing of September 2025, some of them thought that Google would be required to sell some of its products such as Chrome.
No breakup
Instead of the court 2. September 2025 decided that Google is changing its behavior:
- Delay in entering exclusive search engines,
- Sharing some search data with qualified competitors.
In a separate case of April 2025, the federal judge found Google guilty of illegally monopolizing key segments of the digital advertising market. Hearing of the axle for this case is scheduled for 22 September 2025.
The “Democratizing” Google Agreement with Criteo could be a sign of courts that the company supports to support competition.