Xnurta, the award-winning agentic AI-powered advertising platform, has announced its integration with Criteo’s retail media API, enabling advertisers to seamlessly create, manage, and optimize campaigns across Criteo’s 225-plus retail networks from within Xnurta’s unified environment.

In a bold move to simplify omnichannel retail media management, Xnurta, the award-winning agentic AI-powered advertising platform, has announced a deep integration with Criteo’s Retail Media API. This strategic integration enables advertisers to seamlessly create, manage, and optimize campaigns across more than 225 global retail media networks — all from within Xnurta’s unified platform environment.

The partnership signals a major leap forward in retail media automation, cross-channel visibility, and data-driven campaign intelligence, particularly for brands managing complex ad operations across multiple retail ecosystems.

By incorporating Criteo’s expansive retail network alongside its existing Amazon and Walmart integrations, Xnurta now provides a single source of truth for retail media advertisers — enabling them to streamline workflows, automate optimization, and make faster, smarter budget decisions across every channel.

Reimagining Omnichannel Retail Media with AI and Automation

Retail media has rapidly evolved into one of the most dynamic and profitable segments of digital advertising. As more shoppers begin and end their buying journeys on retailer websites, brands are racing to secure visibility within these high-intent environments.

However, fragmentation across dozens of retail networks — each with different interfaces, reporting formats, and targeting capabilities — has made omnichannel management increasingly complex. Marketers often juggle multiple dashboards, reporting systems, and disconnected data sources, resulting in inefficiencies, reporting delays, and missed opportunities.

Xnurta’s integration with Criteo aims to solve that challenge once and for all. By merging Criteo’s vast retail media ecosystem with Xnurta’s AI-driven automation engine, advertisers gain a single, intelligent control center to manage every aspect of their retail media strategy — from bidding and budgeting to performance measurement and optimization.

This integration transforms how advertisers operate across retail platforms, turning manual workflows into automated, insight-driven processes that scale efficiently and consistently across multiple networks.

Key Benefits of the Xnurta–Criteo Integration

1. Unified Retail Media Management Across Major Networks

Until now, Xnurta’s platform primarily supported retail media campaigns on Amazon and Walmart. With the addition of Criteo’s Retail Media API, advertisers can now access an expanded universe of 225+ retail networks, covering a wide array of global marketplaces, grocery chains, and specialty retailers.

This integration eliminates the need to log into multiple retail platforms, offering one interface to oversee all retail media campaigns. Marketers can plan, launch, and optimize campaigns across Criteo’s network directly from Xnurta’s dashboard — consolidating operations and reducing time spent on platform toggling.

2. Comprehensive Cross-Network Reporting and Analytics

A key advantage of the integration lies in its comprehensive reporting capabilities. Xnurta brings together performance data across every campaign and network, visualized in a unified analytics dashboard.

Advertisers can now access granular insights at multiple levels, including:

• Campaign and line item performance

• Product and keyword metrics

• Negative keyword optimization

• Placement and search term performance

• Budget pacing and attribution insights

With this data unification, marketers can quickly identify which products, audiences, and keywords drive the highest returns across retailers. This level of transparency empowers data-backed decisions, ensuring every advertising dollar is optimized for impact.

3. Bulk Management for Scalable Retail Operations

For agencies and large commerce brands managing hundreds or even thousands of product listings, manual campaign management can be a bottleneck. Xnurta solves this with enhanced bulk management operations, allowing advertisers to:

• Edit budgets and bids in bulk

• Adjust attribution models across networks

• Manage products and keywords at scale

• Implement rule-based changes to multiple campaigns simultaneously

This bulk management capability is designed to minimize repetitive manual work and maximize operational efficiency, enabling teams to spend less time on administrative tasks and more time on strategic decision-making.

4. Rule-Based Automation (RBA) for Smarter Optimization

At the core of Xnurta’s AI-powered platform is its Rule-Based Automation (RBA) system — an intelligent automation engine that dynamically optimizes bids, budgets, and placements in real time.

With RBA, advertisers can set predefined parameters such as:

• Dynamic bid adjustments based on real-time signals like conversion rate or cost per acquisition (CPA)

• Budget day-parting, automatically reallocating spend during high-conversion hours

• ROAS-based optimization, ensuring top-performing products get priority visibility

This automation allows campaigns to continuously adapt to shifting consumer behaviors and market dynamics — ensuring sustained performance without constant manual intervention.

5. A Unified View of Retail Media Intelligence

By integrating Criteo alongside Amazon and Walmart, Xnurta delivers a holistic view of retail media intelligence. Advertisers can now analyze trends, benchmark performance, and forecast ROI across the entire retail media ecosystem.

This unified intelligence framework helps brands:

• Detect cross-network performance patterns

• Identify overlapping audiences and avoid cannibalization

• Optimize spend allocation across channels

• Align creative and messaging strategies across multiple retailers

Ultimately, this makes omnichannel advertising more efficient, measurable, and transparent, paving the way for truly data-driven retail media operations.

Why This Integration Matters for Marketers

The growing fragmentation of retail media has been one of the biggest pain points for advertisers. Each platform — Amazon, Walmart, Criteo, Instacart, Target, and others — operates in its own silo, with unique campaign structures and data formats.

This fragmentation often forces marketing teams to:

• Duplicate efforts across multiple dashboards

• Rely on incomplete performance data

• Struggle with inconsistent attribution models

• Spend excessive time reconciling metrics manually

Xnurta’s integration with Criteo tackles all of these issues head-on by centralizing ad creation, management, and reporting within one intelligent ecosystem.

1. Simplified Operations

Marketers now have a single control point to launch, monitor, and adjust campaigns across Criteo and other major retail networks. This drastically reduces complexity and improves campaign agility, especially for teams managing multiple brands or product lines.

2. Unified Insights

Rather than viewing each retail platform in isolation, advertisers can now gain cross-network intelligence. They can compare how the same products perform across Amazon, Walmart, and Criteo retailers — identifying where audiences are most responsive and where margins are highest.

3. Smarter Optimization

By connecting performance data from multiple networks, Xnurta enables AI-driven optimization that considers the entire retail ecosystem. The platform can automatically shift budgets between networks or campaigns based on real-time ROAS, inventory levels, and seasonality.

4. Reduced Manual Workload

The integration’s bulk operations and automation tools free up significant time for marketing teams, enabling them to focus on strategy, creative experimentation, and audience growth — instead of repetitive campaign maintenance.

Strategic Impact for Brands and Agencies

For Brands

Large commerce brands that advertise across multiple retailers will benefit from a consolidated workflow and data consistency. The unified dashboard allows them to:

• Manage brand messaging coherently across all retail channels

• Align promotions, pricing, and budgets

• Avoid overlap between campaigns on different retailers

• Gain visibility into SKU-level performance at scale

This also helps improve retail partnerships, as brands can present unified performance reports to retailer partners, strengthening collaboration and negotiation leverage.

For Agencies

Media agencies and retail specialists gain a competitive edge by leveraging automation, scale, and cross-network insights through Xnurta’s platform.
They can manage dozens of client portfolios simultaneously, apply bulk edits efficiently, and deliver deeper performance insights to clients. The integration enhances agency productivity, allowing them to focus more on strategic growth rather than manual execution.

Considerations Before Implementation

While the Xnurta–Criteo integration offers tremendous potential, advertisers should prepare carefully for rollout to ensure smooth adoption.

1. Review Existing Campaign Structures:
   Before migration, advertisers should analyze how their campaigns are currently set up across Criteo and other networks. Aligning naming conventions, budget hierarchies, and reporting metrics will ensure consistency within the unified platform.

2. Revisit Attribution Models:
   With cross-network data now accessible, brands should refine their attribution strategies to better capture the full customer journey — from discovery to purchase — across multiple retailers.

3. Governance and Data Quality:
   Automation introduces efficiency but also demands governance. Teams should establish rules and checks to prevent over-optimization, misallocation of budgets, or data inconsistencies.

4. Training and Change Management:
   Platform consolidation changes daily workflows. Marketers and analysts need proper onboarding to understand new automation capabilities, reporting dashboards, and optimization logic.

5. Closed Beta Participation:
   Currently, the Xnurta–Criteo integration is in closed beta, with general availability expected later this year. Early participants can provide feedback, help shape the final release, and gain a first-mover advantage in omnichannel retail media management.

Setting a New Standard for Retail Media Intelligence

The integration between Xnurta and Criteo represents more than just a product update — it reflects a broader industry shift toward connected, intelligent advertising ecosystems.
By bridging data silos, automating repetitive tasks, and providing actionable insights across retail networks, Xnurta is helping redefine what efficiency, transparency, and intelligence look like in retail media.

As omnichannel commerce continues to grow, brands that harness platforms like Xnurta will be better positioned to maximize ROI, maintain brand consistency, and stay agile in a rapidly evolving retail landscape.

Conclusion

The Xnurta–Criteo integration is a landmark step toward simplifying and optimizing omnichannel ad management. It combines the breadth of Criteo’s retail network with the depth of Xnurta’s AI-powered automation and analytics, offering marketers a complete toolkit for cross-network campaign success.

By unifying Amazon, Walmart, and Criteo under one intelligent dashboard, Xnurta empowers brands and agencies to manage their retail media operations more efficiently than ever before — driving measurable performance, improved collaboration, and smarter marketing decisions.

As the retail media ecosystem grows more complex, Xnurta’s unified, AI-driven platform stands out as a beacon of simplicity, intelligence, and future readiness — setting a new benchmark for how omnichannel advertising should work in the era of agentic AI.

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