Criteo’s general in-app revenue grew 60% year-over-year, Rudelle said. And app-installs should go from a negligible part of revenue to a scalable product once Manage has been integrated, he said.
Mobile is also a priority because data like device IDs, location and operating systems are critical to fill out its shopper graph.
“People have said we’re too cookie dependent, so as we expand to the in-app world we’re organically expanding from any reliance on cookies,” Rudelle said.
Criteo’s revenue also dropped because it was limited in retargeting Safari browsers – a change now baked into its guidance.
A GDPR violation could in theory be crippling, but changing policies from mobile operating systems and browser operators (i.e. Google and Apple) cut more directly at Criteo’s bottom line.
Criteo is also fending off a concerted push into the retargeting category from Google and Amazon.
“It comes back to the question of ‘What is retargeting?’” Rudelle said about those two platforms' renewed interest in the space. “For some time it’s been interpreted in a very narrow way but at heart it’s about how you leverage data.”