Criteo today said it will take its Performance Connected TV product beyond the United States, starting with Brazil and Mexico by the end of 2026 and adding Canada, the UK, France, Germany, Italy, Spain, Australia and "select additional markets" in 2027. The product lets advertisers buy streaming television ads aimed at households that Criteo's shopping data marks as likely buyers, then tie those CTV impressions to site visits, conversions and sales. Criteo also said its CTV business is on track to double in the fourth quarter of 2026 compared with the third. It did not say how large that business is.

The announcement went out on the same morning as Criteo's third-quarter results. Those showed Contribution ex-TAC, the company's main gross profit measure, down 17% to $240 million, and they put most of the decline in the Performance Media segment down to soft performance in Commerce Growth. Commerce Growth is the demand platform through which the CTV product is sold.

In Short

Criteo, a company that places ads for online shops, already lets advertisers in the US show commercials on streaming TV apps to households its data suggests are shopping for their products, and it now plans to offer the same thing in nine more countries. That matters for retailers and brands in places such as Brazil, Mexico, the UK and Germany, which will be able to buy TV ads judged on the sales they produce rather than only on how many people watched. Criteo says the business will double in size between the third and fourth quarters of 2026, but it has not said how big it is, so outsiders cannot yet check how much it adds to the company.

What Criteo announced

The release is dated New York, November 4, 2026. According to Criteo, the rollout will begin in Brazil and Mexico "by the end of 2026", followed in 2027 by Canada, the UK, France, Germany, Italy, Spain, Australia and further markets the company did not name. That makes nine named countries outside the US. No month-by-month schedule was given for the 2027 wave.

The company frames the expansion around three components: what it calls differentiated commerce audiences, flexible activation, and connected measurement. In the words of the release, the expansion "harnesses Criteo's commerce audiences, flexible activation, and connected measurement to make CTV a more powerful performance channel." Activation runs through Commerce Growth, which Criteo describes in the release as its demand platform.

Chief executive Michael Komasinski tied the international push to results in the home market. "As advertisers increasingly look to connect the impact of television with their broader digital advertising strategies, CTV represents a significant growth opportunity for Criteo," he said. "The early momentum we're seeing in the U.S. is fueling our global expansion as we bring our Performance CTV offering to a broader advertiser base and look to capture a greater share of this growing market."

Several things are absent. The release gives no pricing, no list of streaming publishers by country, and no indication of whether every feature available in the US will be available in each new market at launch. Criteo's CTV product page states a minimum daily budget only for the US, at $50 a day, and does not list availability in other countries.

Where the audiences come from

Criteo's pitch rests on the scale of the shopping data it holds. According to the release, the company forms "real-time, deterministic commerce signals" from more than $1 trillion in annual transactions, 740 million daily active users and more than 5 billion stock keeping units. A deterministic signal, in this context, is one based on an observed action such as a product view or a purchase, rather than an inference.

The 740 million figure is labelled differently across Criteo's own materials. Today's release calls it daily active users. When Criteo opened its GO self-service platform to all advertisers in March 2026, it cited 740 million daily shoppers. The CTV product page lists more than 740 million unique users. The release does not reconcile the three descriptions.

The link between those shoppers and a television set is made through what Criteo calls its proprietary household graph, a form of identity graph. According to the release, the graph "links these real shopping behaviors and purchase intent signals to personal connected TVs." The product page describes the targeting differently, as household-level, reaching households across the shared screens and devices in a home. A television in a living room is usually shared, so the gap between "personal" and "household" is not trivial for advertisers working out who actually saw an ad.

Criteo does not say how the household graph is built. That question has received attention across the industry this year. A study by Adstra and InterMedia Advertising, reported in July 2026, found that only 23% of residential IP addresses reached their intended geographic target, and Truthset estimated $7.4 billion of wasted US CTV programmatic spend in 2026 out of a total of $38.0 billion. In Germany, one of the 2027 markets, IAB Europe working group members said in March 2026 that private IP addresses change constantly, which makes assigning identifiers across devices harder. Whether Criteo's graph relies on IP addresses, logins, or other data is not stated in the release or on the product page.

Criteo then applies its bidding engine to that data. The release says the company is "building on 20 years of performance optimization expertise" and that the engine "uses this intelligence to optimize bids, helping advertisers reach high-intent shoppers on the largest screen in the home."

How the product is bought and measured

The release describes activation only in broad terms. Criteo's product page fills in more of the mechanics. According to that page, advertisers can let Criteo run CTV alongside their existing Criteo campaigns, or take Criteo's commerce audiences packaged with curated supply as a Deal ID and activate it in a demand-side platform they already use. The page names The Trade Desk, DV360 and Amazon DSP as examples.

On supply, the page says campaigns run on streaming apps and free ad-supported streaming TV channels, reached through direct integrations with TV publishers and through supply-side platforms including Magnite, Index Exchange and PubMatic. The release adds that Criteo combines "direct relationships with media owners with access through leading supply technology partners" and "expects to expand this footprint further over the coming quarters." No new supply partners were named today.

Creative requirements are modest. According to the product page, a 16:9 HD MP4 file or a VAST tag is enough to launch, and eligible advertisers can use a Criteo creative partner that typically delivers a first draft of a CTV ad in under five days.

Measurement is where Criteo's background in retargeting shows most clearly. The product page says CTV exposure is connected to site visits, conversions, sales and return on ad spend through the Criteo OneTag that advertisers already run on their sites, with Path-to-Purchase reporting that counts view-through visits and purchases and breaks results down by publisher, device and genre. The release describes this as closed-loop measurement that helps "connect CTV ad exposure to corresponding shopper visits, conversions, and sales as consumers move across channels and devices." The product page says third-party measurement partners can also be supported, without naming any.

The other mechanism is sequential retargeting: after a household is exposed to a TV ad, Criteo follows up with display ads on the open web and social platforms. Rudy Tan, chief technology officer at TripMasters, described that feature in the release. "Criteo makes sequential campaigns easy to run by automatically linking living-room CTV impressions to personalized follow-up ads across mobile and desktop without complex manual setup," he said. "This seamlessly bridges high-impact brand awareness with measurable, mid/lower-funnel conversions in just a few clicks."

The numbers Criteo gave, and those it did not

The release offers one campaign result. According to Criteo, "a global travel platform generated a 61x return on ad spend while delivering a 9% lower cost per acquisition compared to their Display campaign serving to the same audience." The travel platform is not named. TripMasters, a travel company, is quoted separately, but the release does not attribute the figure to it.

The release gives no campaign dates, budget, attribution window or method for the 61x figure. Nor does it say whether the result counts view-through conversions, which the product page lists among its reporting metrics, or whether any holdout group was used to test how many of those sales would have happened anyway. A 61x return means $61 in attributed revenue for every dollar spent, a ratio that is hard to compare with other channels without knowing how the revenue was credited.

The growth claims follow the same pattern. Criteo says it is "on track for its CTV business to double in Q4 2026 compared with Q3 2026." It does not say whether "business" refers to revenue, Contribution ex-TAC, media spend or advertiser count, and neither today's CTV release nor the third-quarter results release puts a figure on it. In the paragraph on advertiser demand, Criteo also says its "opportunity pipeline has doubled over the past three months" and that clients "are renewing with larger budgets after successful initial campaigns." Active campaigns, according to the release, span apparel, travel, home and furnishing, consumer electronics, and automotive. Criteo says it is "winning budgets in competitive evaluations," without naming the competitors or saying how many evaluations took place.

Seasonality matters here. The fourth quarter is Criteo's largest of the year. On PPC Land's calculation, the company's guidance for fourth-quarter Contribution ex-TAC, $292 million to $298 million, is 22% to 24% above the $240 million reported for the third quarter. A year earlier, fourth-quarter Contribution ex-TAC of $330.0 million was 14.5% above the third quarter's $288.2 million. How much of the expected CTV doubling reflects the holiday advertising season rather than new clients or new markets is not broken out.

The release's own legal language is more cautious than its headline claims. Among the risk factors in its forward-looking statements, Criteo lists "uncertainty regarding our ability to access a consistent supply of internet display and CTV advertising inventory and expand access to such inventory," and "recent growth rates, including in our CTV business, not being indicative of future growth."

What the advertisers said

The release carries statements from four advertisers, three of which also appear on the product page.

Jared Lee, vice president of ecommerce at Franklin Planner, said: "CTV is becoming an increasingly important part of our broader media strategy, but its real value comes from how it connects with the rest of the customer journey." He added: "Criteo's cross-channel activation capabilities help us reach consumers with tailored ads while they stream TV at home and continue engaging them as they move closer to purchase."

Christina Bylin, chief marketing officer at CarParts.com, said: "With Criteo, we can harness real shopping behaviors and purchase intent to reach more relevant audiences on CTV and then connect our investment to meaningful business outcomes."

Patrick Ahrendt, senior director of marketing at Wine Country Gift Baskets, pointed to the season. "The holiday season is one of the most important times of year for our business, and we're always looking for new ways to connect with shoppers as they discover and choose gifts," he said. "By bringing CTV into our media mix with Criteo, we can reach high-intent audiences in a new environment and turn holiday shopping inspiration into measurable results."

None of the four statements includes a performance figure.

The same morning: third-quarter results

The CTV expansion was also listed among the operating highlights in Criteo's third-quarter release, published at 7:00 a.m. Eastern Time today. According to that release, revenue fell 11% to $416 million from $470 million a year earlier. Contribution ex-TAC fell 17% to $240 million, or 15% at constant currency. Adjusted EBITDA dropped to $65 million from $105 million, taking the margin on Contribution ex-TAC to 27% from 36%. Net income was $6 million, against $40 million. Media spend across the platform reached $1.2 billion, up 9%.

The segment detail matters for the CTV story. According to Criteo, Retail Media Contribution ex-TAC fell 23%, reflecting a $20 million headwind from previously disclosed scope changes with two retail media clients. Performance Media Contribution ex-TAC fell 15%, or 13% at constant currency, which the company attributed primarily to soft performance in Commerce Growth. That is the same platform through which Criteo sells Performance CTV. The two releases published this morning therefore describe Commerce Growth from opposite ends: as the source of most of the Performance Media decline, and as the channel for the product Criteo expects to double.

Third-quarter Contribution ex-TAC landed inside the $237 million to $241 million range Criteo set when it cut its full-year outlook on August 5, and adjusted EBITDA came in above the $54 million to $58 million range, on PPC Land's comparison of the two releases. For the fourth quarter, Criteo guided to Contribution ex-TAC of $292 million to $298 million, a decline of 9% to 11% at constant currency, and adjusted EBITDA of $105 million to $111 million. It kept its full-year forecast of a 10% to 12% decline in Contribution ex-TAC at constant currency and an adjusted EBITDA margin of about 30%. That forecast had started the year at growth of up to 2%.

Corporate backdrop

The expansion comes during a period of structural change at Criteo. Reuters reported on July 6 that Vista Equity Partners and Quinti Capital had offered a premium of more than 50% for the company; the shares closed 21.4% higher that day at $23.17. Criteo made no public statement on it in the months that followed, as PPC Land noted on October 31. On July 29, the company completed its move from France to Luxembourg, and its board approved a further transfer to the United States through a merger into a US subsidiary, expected to complete in January 2027 and followed by a move of its listing from Nasdaq to the New York Stock Exchange. Today's CTV release refers to both steps in its forward-looking statements, including the Form S-4 registration statement filed for the US merger.

The European leg of the rollout also carries regulatory history. In March 2026, France's Council of State upheld the €40 million GDPR fine imposed on Criteo, ruling that a controller must be able to prove valid consent even where partners collected it. France, Germany, Italy and Spain are all in the 2027 wave, and the release says nothing about how consent for linking shopping data to televisions will be handled in those markets.

A crowded field for performance CTV

Criteo has been building toward this product for some time. In July 2025, Criteo and WPP Media launched a CTV activation that combined Criteo's commerce signals with WPP Media's Open Intelligence platform, with Roku, Samsung and Scripps as pilot partners and curated Deal IDs available in any DSP. In April 2026, Criteo and TripleLift packaged Criteo's Commerce Audiences with TripleLift's curation layer into Deal IDs covering web, mobile and CTV. Criteo has also extended its business into ChatGPT ads, where it reported more than 2,000 brands in June 2026; today's release places CTV within a shopper journey that also spans "social media, the open internet, AI-powered discovery, and retail."

Others are chasing the same budgets. Pinterest agreed in December 2025 to acquire tvScientific, a performance CTV platform that Pinterest said would be integrated into Pinterest Performance+. Moloco launched a product for app marketers in April 2026 under the same "Performance CTV" label. In June 2026, Walmart agreed to buy Vibe.co, a self-serve CTV platform with more than 10,000 advertisers. On the supply side, Magnite, one of the platforms Criteo names on its product page, reported CTV Contribution ex-TAC of $97.1 million for the second quarter of 2026, up 36%.

Budgets have been moving toward the channel; proof of results is the harder part. Figures cited in an IAB Europe working group Q&A in March 2026 put CTV's share of media budgets at 28% in 2025, double the 14% of 2023, while 70% of respondents to IAB Europe's January 2026 survey reported frustration with measurement.

Why this matters for marketers

For performance advertisers outside the US, the announcement adds another buying route for streaming TV that is judged on sales rather than reach. Brazil and Mexico come first, with Canada, Australia and five European markets following in 2027. The product works either inside Criteo's own platform or as a Deal ID in an existing DSP, so it does not require a change of buying tool.

For publishers and supply platforms, Criteo's statement that it expects to expand its CTV supply "over the coming quarters" signals more demand arriving through Deal IDs and direct integrations, packaged with retail and commerce audiences.

For anyone assessing Criteo itself, the CTV release offers growth rates without a base: a pipeline that has doubled, a business expected to double, and a single unnamed client's 61x return. It arrived on the morning the company reported a 17% fall in Contribution ex-TAC, with the decline in its larger segment pinned on the same platform that carries the CTV product. Can a business of undisclosed size offset that? The figures published today do not answer the question.

Timeline

Summary

Who: Criteo, the Nasdaq-listed commerce advertising company led by chief executive Michael Komasinski, with statements from Franklin Planner, CarParts.com, Wine Country Gift Baskets and TripMasters.

What: Criteo is extending its Performance Connected TV product, which targets streaming TV households with audiences built from shopping data and measures the effect on site visits and sales, to nine more countries. It says its CTV business is on track to double in the fourth quarter compared with the third, without disclosing its size, and cites a 61x return on ad spend for one unnamed travel client.

When: Announced today, November 4, 2026, alongside third-quarter results. Brazil and Mexico follow by the end of 2026; Canada, the UK, France, Germany, Italy, Spain, Australia and other markets follow in 2027.

Where: The product is currently sold in the US through Criteo's Commerce Growth platform or as Deal IDs in other DSPs, running on streaming apps and free ad-supported channels reached through publishers and supply platforms including Magnite, Index Exchange and PubMatic.

Why: Criteo presents CTV as a significant growth opportunity at a time when it forecasts a 10% to 12% fall in 2026 Contribution ex-TAC, with the third-quarter decline in Performance Media attributed mainly to soft performance in the same Commerce Growth platform that carries the CTV product.