Criteo announced that it will be the first advertising‑technology partner to integrate with OpenAI’s advertising pilot in the ChatGPT Free and Go versions in the United States. The partnership will allow brands to place ads inside the conversational AI platform, targeting users who are actively seeking information or products. The integration is slated to launch in the coming weeks as part of the pilot program.
Criteo’s platform manages more than $4 billion in annual media spend for 17,000 advertisers worldwide. By serving ads to users interacting with ChatGPT, Criteo gains access to a high‑intent discovery surface that converts at roughly 1.5 times the rate of other referral channels. The move adds a new channel that can drive incremental demand for Criteo’s retail‑media and performance‑media solutions and aligns with the company’s strategy to broaden its commerce‑media footprint beyond traditional web and app placements.
Criteo’s Q4 2025 earnings, released on February 11 2026, showed revenue of $541 million, a 2% decline year‑over‑year, and full‑year 2025 revenue of $1.9 billion, a 1% decline. Despite the modest revenue dip, the company posted record performance with strong margins and robust cash flow. Contribution ex‑TAC in Q4 was $330 million, down 1% due to a $25 million headwind from retail‑media client scope reductions, while full‑year contribution ex‑TAC rose 5% to $1.2 billion. Guidance for 2026 indicates flat to 2% growth in contribution ex‑TAC, reflecting anticipated headwinds from further retail‑media client scope reductions of about $75 million.
Strategically, the partnership signals Criteo’s pivot toward agentic commerce and AI‑driven discovery. CEO Michael Komasinski highlighted the partnership as an “exciting step forward in advancing advertising in an emerging AI experience,” underscoring the company’s focus on agentic commerce technology and the launch of a self‑service AI‑powered automation tool set called Go. Criteo also completed a redomiciliation from France to Luxembourg on February 27 2026, a move aimed at simplifying corporate structure and improving liquidity. For OpenAI, the ads will be clearly labeled, will not influence responses, and user data will not be shared with advertisers, aligning with the company’s monetization strategy that balances subscription revenue with advertising.
The partnership positions Criteo to capture a growing share of advertising spend that is shifting toward AI‑driven discovery experiences, while the company’s recent financial results and guidance highlight the challenges it faces from retail‑media client scope reductions. Together, the announcement and the underlying financial context provide a comprehensive view of Criteo’s current trajectory and strategic priorities.
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