In a rapidly evolving digital landscape, personalized advertising is becoming increasingly complex, with the role of artificial intelligence (AI) and data privacy at the forefront of discussions. Rory Mitchell, General Manager, Global Growth at Criteo and Global Head of Sales and Revenue, recently provided key insights into these topics during an interview with exchange4media, offering a glimpse into how AI is shaping the future of advertising and commerce.
Mitchell began by addressing the challenge of personalized ads—particularly, how to deliver hyper-relevant content without appearing intrusive. He highlighted the importance of AI and predictive modeling in delivering more targeted and relevant ads to consumers.
“The way to ensure ads don’t feel intrusive is by analyzing data and using predictive AI to refine the ad experience,” said Mitchell. He explained that the more precise the data, the better the AI can predict and personalize the consumer journey. This predictive approach reduces the risk of overwhelming users with irrelevant content, creating a smoother and more enjoyable ad experience.
Criteo’s strategy focuses on predictive advertising and understanding the customer journey from the outset. According to Mitchell, the company has come a long way since concerns arose over misdirected or excessive ads , thanks to the implementation of AI and commerce data that guide buyers through a more seamless journey.
One of the most compelling elements of the interview was Mitchell’s take on the future role of AI in commerce and personalized advertising. Criteo, he explained, has been refining predictive bidding models for over 20 years, harnessing data from customers, transactions, and publishers.
“Our AI can predict the best type of advertising for each individual based on their transaction profiles and journey,” Mitchell said. This granular data provides the fuel for AI to operate efficiently, allowing advertisers to reach the right people at the right time, improving both performance and customer satisfaction.
As advertising expands across multiple channels, marketers face the challenge of tracking performance across all platforms, in an ecosystem increasingly moving towards omnichannel . Mitchell acknowledged that performance marketers struggle to receive proper credit for their campaigns, which can affect how they allocate their budgets.
"The biggest challenge is getting credit," Mitchell emphasized. He explained that Criteo is working to address this by using multiple measurement sources to help marketers optimize their targeting efforts. By providing a more holistic view of performance, Criteo enables its clients to invest in channels with the highest return on investment (ROI).
With increasing regulations around data privacy, particularly regarding third-party cookies, Mitchell discussed how Criteo has adapted. He pointed out that the company has been on a journey to use first-party data more effectively for over four years.
“We’ve always focused on leveraging first-party and third-party cookies and activating customer data in privacy-safe ways,” Mitchell noted. As regulations evolve, Criteo is using new identifiers and continuing to refine its approach to data privacy, ensuring that advertisers can target consumers without violating privacy standards.
Finally, Mitchell addressed the question of whether the advertising industry will ever see a fully unified platform for managing ad performance . His outlook was skeptical, citing the inherent challenges of creating a one-size-fits-all solution for advertisers.
“It’s hard to envision a world with a single platform because differentiation is necessary,” he said. According to Mitchell, the need for comparison and contrast between various advertising methods means that a unified platform would struggle to cater to every advertiser’s unique needs.
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