Retail Media 2.0: From Silos to Scale
The value of retailer first-party data has been undeniable since the launch of Tesco Clubcard with dunnhumby in 1995. That breakthrough proved purchase data could drive loyalty and monetization. Three decades later and retail media has blossomed into one of the fastest-growing and most fragmented parts of digital advertising. Opportunities are immense, but so are the challenges: siloed inventory, measurement headaches, and competing incentives across networks.
The new pairing of Google and Criteo, which may at first glance appear to be unlikely bedfellows, is actually an ideal marriage that will break down silos and drive more collaboration in the space.
From HookLogic to SA360
Nearly a decade ago, Criteo acquired HookLogic, which was cited as “something Google or Amazon would provide, or would want to provide …” Fast-forward to 2025 and Criteo inventory has been integrated into Google Search Ads 360 for select beta customers.
For retailers, this means access to a massive network of advertisers who live in Google’s ecosystem. For those brand advertisers, this offers a way to work across the walled gardens that have defined retail media networks (RMNs) to date.
Why it Matters
Until now, many retailers kept their media ecosystems walled off. Walmart won’t open up to Albertsons; Costco doesn’t want to share with Best Buy. Each network operates independently, creating friction for marketers who want scalable solutions. Google’s integration with Criteo signals something different: an invitation to test and expand retail media inventory inside a familiar platform with a smaller learning curve.
For retailers, this isn’t just about additional distribution. RMNs can expand their relationships with brands — connecting search and shelf to align more closely with performance outcomes. Brands can more seamlessly test and learn in the burgeoning space. If Criteo is the first partner, others could follow.
Beyond ROAS: Profit-Driven KPIs
The other shift here is measurement. Historically, retail media key performance indicators centered on return on ad spend or lower-funnel attribution. The Google and Criteo integration points toward a new standard: profit-driven KPIs. That means optimizing not just for immediate revenue, but for incremental profit contribution, a metric that resonates far more with CFOs and senior leadership. The clearer a RMN proves its value, the faster it earns a larger slice of the budget.
The Bigger Picture
Retail media has matured rapidly but unevenly. Amazon.com dominated while other retailers scrambled to catch up. With Google, a dominating force in digital advertising overall, entering the ecosphere in a meaningful way and Criteo providing the bridge, we’re entering the 2.0 era of retail media. Retail media is about to become a lot less about siloed walled gardens and more about interoperable, performance-driven channels.
The takeaway is simple: don’t wait. Test now. The retailers and marketers that lean in early will own the next era.
Kelly Hayes is senior director of agency account management, Adswerve, an award-winning data, media and tech consultancy.
KellyHayes is the senior director of account management, agency at Adswerve, where she excels at building and scaling client relationships. With over a decade of digital marketing experience, she spent eight years as a go-to leader at Outbrain (now Teads), where she was instrumental in securing brand and agency revenues and leading commercial negotiations with major media agencies across Northern Europe. Consistently praised by colleagues for her flawless leadership, incredible organizational skills, and collaborative spirit, she is known for her ability to navigate complex challenges and deliver exceptional results.
