Home AdExchanger Talks Saving Personalization, With Criteo Chief Product Officer Todd Parsons

Saving Personalization, With Criteo Chief Product Officer Todd Parsons

SHARE:
Todd Parsons

Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts.

Within the retargeting category, Criteo has been the most successful player by a wide margin. It built a global retargeting empire from its home base in France, conquering the US market and many others too. It was a neat trick.

Now the company is trying to pull off two more. First, it’s working to save the lucrative retargeting business by developing a single sign-on (SSO) solution for consumers that will run across publisher websites. Second, it’s pivoting toward ecommerce to make itself less reliant on retargeting.

This week on the AdExchanger Talks podcast, Chief Product Officer Todd Parsons shares an inside view of the SSO skunkworks project. And he explains why Criteo assumed responsibility for this effort – which may be key to the eventual success of the industry-wide Unified ID 2.0 initiative.

“Without retargeting we really wouldn’t have a shot at stitching together first party data on any identity framework,” he says. “It just wouldn’t happen.”

Must Read

AppsFlyer and Roku’s New SRN Integration Will Shed Light On CTV Campaign Impact

Roku and AppsFlyer announced the launch of a new self-reporting network (SRN) integration between both companies, which will allow mobile app advertisers to more effectively measure their streaming video campaigns

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

DOJ v. Google: How Judge Brinkema Seems To Be Thinking After Week One

Where the DOJ v. Google ad tech antitrust trial stands after one week’s worth of remedies arguments.

Swish, A Company That's Bringing Programmatic to Product Sampling, Announces Seed Funding

Swish, a startup that partners with retailers to provide product full-size CPG samples to people doing their grocery shopping online, announces $2.3 million in seed funding.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

DOJ v. Google: During Opening Arguments, The DOJ And Google Battle Over An AdX Divestiture

Court is back in session. And the fate of  the open internet is in the balance.

Chris Mufarrige, director, Bureau of Consumer Protection, FTC

FTC Consumer Protection Chief: No Easy Answers On Privacy, ‘Only Trade-Offs’

Privacy isn’t black-and-white, says the FTC’s Chris Mufarrige, promising evidence-driven consumer protection cases under the Trump administration.

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.