Criteo integration allows you to connect your existing Criteo account with SAP Emarsys. It enables you to leverage the rich behavioral data and other contact information available in SAP Emarsys to support ad targeting. You can reach contacts who have otherwise proven difficult to reach, who do not interact with your website or cannot be reached through other channels.
Use case
Criteo comes in handy in the following case:
- Contact targeting: You can push marketing audiences to Criteo, where contextually relevant ads will be displayed to contacts.
How the Criteo integration works
- The Criteo integration collects contacts in SAP Emarsys by using a segment or an Automation program. These contacts are collected under Audiences in Digital Ads.
- The Criteo integration exchanges the contacts in the Audiences on a regular basis (Segment Audiences) or in real time through a webhook (Automation Center Audiences).
- Once transferred to Criteo, contacts are matched by the network to profiles existing natively. This matching is done using the identifier specified in the Audience configuration.
- Criteo displays the ad campaign associated with the audience (managed in the Ad networks management interface) to contacts who were matched successfully.
Good to know
- Contacts are matched by default based on email address.
- Optionally, you can use one of the 3 identifiers used in Criteo (Mobile ad ID, Live Ramp ID, or GUM cookie) to optimize the performance of contact matching. This feature requires you to import and regularly sync these identifiers to your SAP Emarsys contact DB.
- The impact of targeted audience management depends heavily on the contact matching success rate between Emarsys and Criteo.
- It is very important to try and optimize this contact matching process by providing the right identifier in Emarsys, when possible.
- We currently do not receive Criteo account username. As a result, in some areas of Platform, your SAP Emarsys ID is displayed instead of the Criteo Account username.