Commerce media platform Criteo has announced plans to expand its Performance Connected TV (CTV) offering beyond the US. Launches in Brazil and Mexico are scheduled before the end of 2026, followed by the UK, Canada, France, Germany, Italy, Spain, Australia and other markets in 2027.

The geographical rollout reflects a broader shift in retail media as commerce data increasingly extends beyond retailer websites and into channels – such as television – that are traditionally reserved for brand advertising.

Criteo says its platform combines signals from more than $1tn in annual transactions, 740 million daily active users and over five billion product SKUs to identify consumers demonstrating purchase intent. Using its household identity graph, those signals can then be used to target audiences watching content on connected TVs and streaming platforms.

The company claims advertisers are already seeing strong results. According to Criteo, a global travel platform achieved a 61x return on ad spend and a 9% lower cost per acquisition through its Performance CTV campaigns compared with display advertising targeting the same audience.

Michael Komasinski, chief executive of Criteo, said: “As advertisers increasingly look to connect the impact of television with their broader digital advertising strategies, CTV represents a significant growth opportunity for Criteo.”

For retail media observers, the development is notable because it demonstrates how retailer and commerce data is being applied far beyond sponsored product listings and onsite display advertising.

Connected TV refers to advertising delivered through internet-connected televisions and streaming services. Unlike traditional broadcast TV, campaigns can be targeted using shopping and behavioural data, while advertisers can measure outcomes such as website visits, conversions and sales.

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