Previously posted on Linkedin.
Andrew Frank, Research VP & Distinguished Analyst at Gartner, defines the Ad Tech industry as all technology that supports digital advertising activities. Of course, this is a general approach for a vast and complex industry, so I decided to set boundaries to my analysis and focus on customer engagement and conversion online (search and internet display marketing). This is why I chose to have a look at Criteo, a French Company listed on the Nasdaq Stock Market, which has important clients in this segment of the Ad Tech industry, such as Expedia, Ford, Hotels.com, IKEA, ING, L’Oréal Paris, Orange, Qatar Airways, Rakuten, Samsung, Sephora and Zalando.
Criteo compites on Internet display advertising, when the Advertiser pays an online company for space on one or more of the online company’s pages to display a static or linked banner or logo. This market accounted for $56.5 billion globally in 2014, while the total internet advertising spend (including search marketing, i.e. Google) was $122.1 billion and is expected to grow at a CAGR of 15.5% through 2017.