Criteo and Rakuten France: a strategic alliance to activate first-party data at the heart of the purchase journey

Paris, October 16, 2025 - Criteo (Nasdaq : CRTO), the global platform connecting the commerce ecosystem, announced a strategic partnership with Rakuten France, a major e-commerce player in France, to enrich the data offering available on its Commerce Grid SSP platform. This collaboration allows brands to create custom Deal IDs, activatable from their DSP of choice, combining Rakuten France's first-party data, Criteo's Commerce Audiences, and access to premium inventory on the open web.

Rakuten, large-scale transactional, behavioral, and actionable data

Rakuten France provides advertisers with rich and immediately actionable first-party data, stemming from its 15 million monthly unique visitors and its Club R loyalty program, which boasts over 13 million members. This data is based on real purchase behaviors and covers the entire consumer journey: search, product view, add to cart, purchase, etc.

These enable the construction of highly-qualified segments based on both buyer profiles (digital experts, DIY enthusiasts, families, gaming enthusiasts, etc.) and hundreds of product categories in key verticals such as high-tech, home appliances, home, and gaming.

Criteo audiences built from real and multiple purchase signals

In addition, Criteo's Commerce Audiences are built upon a unique combination of transactional and behavioral data from its vast ecosystem of over 18,000 partner e-commerce sites, 225 retailers, thousands of publishers on the open web, and a catalog of over 4 billion products (SKUs).

These audiences are constructed from concrete and deterministic signals throughout the purchasing journey, including product searches, purchases, ad interactions, and content consumption across a wide network of partner sites.

A strategic alliance for more precise and performing campaigns

Through this partnership, advertisers can activate high-impact campaigns by combining Rakuten's purchase signals with Criteo's Commerce Audiences. Activatable via custom Deal IDs on the Commerce Grid SSP platform, these audiences enable powerful, interoperable activations with any DSP, within a premium and privacy-compliant environment.

Brands thus benefit from an enhanced ability to:

• Reach consumers at strategic stages of their purchasing journey, in key categories for their products;
• Maximize their ROI, by concentrating media investments where the probability of conversion is highest;
• Extend retail media data beyond proprietary platforms, across the entire web and regardless of the DSP used;
• Rely on reliable first-party data, while ensuring user privacy;
• Simplify the implementation of their campaigns, thanks to direct and rapid activations via unified Deal IDs.

"Our objective today is to offer brands direct access to rich data, derived from real purchasing behaviors, in environments activatable at scale. This partnership with Criteo allows us to meet the growing demand from advertisers for 1st-party data activation, while strengthening our position as a key player in retail media in France," affirms Kristina Raptovaia, Head of Partnerships and Advertising at Rakuten France.

"By combining the richness of Rakuten's exclusive purchase signals with the predictive power of our Commerce Audiences, we offer brands an unprecedented lever to reach the most engaged consumers at key moments in their journey. This partnership embodies our vision of a smarter, open, and privacy-respecting advertising ecosystem, synonymous with high-performing campaigns and an enriched consumer experience," adds Nathalie Liscia - Senior Director, CGrid Activation, Southern Europe at Criteo.

About Criteo

Criteo (NASDAQ: CRTO) is the global commerce media platform that connects the commerce ecosystem for brands, agencies, retailers, and media owners. Its AI-powered advertising platform benefits from unique access to over $1 trillion in annual commerce sales – fostering connections with consumers, driving discovery, and delivering highly personalized experiences. With thousands of clients and partnerships spanning global retail and digital commerce, Criteo provides the technology, tools, and data insights businesses need to drive performance and growth. For more information, visit criteo.com.

About Rakuten

A key player in French e-commerce and a pioneer in the circular economy, Rakuten France is a generalist shopping platform offering new, used, and refurbished products sold by both professionals and individuals. Driven by an optimistic vision of commerce, through Club R, the most generous cashback program in French e-commerce, it contributes to the purchasing power of over 13 million members with its unique model that allows them to get money back on online purchases. Rakuten France also supports over 12,000 professional sellers and partners in their digitalization through its numerous online services. Among these, Rakuten Fulfillment Network, launched in 2022, gives them access to a global network of experts providing the simplest, most efficient, and most economical solution to their e-commerce logistics needs.

For more information: global.fr.shopping.rakuten.com/actualite

Press contacts :

criteofr@edelman.com

Louna BALANCHE : +33 6 11 48 51 11

Albane POTTIER : +33 6 89 11 54 45