Looking forward, Criteo is making further changes to its algorithm. Last year, it changed from click optimization to conversion optimization. Now, it's adding ecommerce basket size to the mix to optimize toward the highest-spending consumers.
"We've been deploying this with travel companies," Eichmann said. "Advertisers judge us on a cost-per-sale basis, not a cost-per-conversion basis."
Eichmann said Criteo will also focus on creative optimization, changing ad creative based on a consumer's likelihood to click.
"We’re rewriting our creative platform so every element of the ad can be mixed up in different ways," he explained. "It’s one of the key pillars of our optimization solution."
Criteo's growth pleased investors, who sent the stock spiking up almost 10%, but that number later normalized.
The company's huge growth will eventually slow, as the regional breakdown suggests: The more mature EMEA market grew 58% ex-TAC, totaling €46 million to the Americas' €33 million. The market in the Americas, still smaller than the EMEA market, experienced the strongest regional growth: 121%. Holiday spending in the US, which included higher CPCs, helped drive that growth.