In this Industry Snapshot, Criteo’s Gosia Wajchert comments on how “Commerce Media is set to shine as it blends data, media, and technology to deliver impactful and privacy-safe commerce moments.”
What excites you most about the AdTech industry as we enter 2025?
The AdTech industry is at a thrilling crossroads in 2025, where innovation and collaboration are driving a new era of possibilities. What excites me most is the industry’s ability to pivot from complexity to simplicity, unlocking the true potential of personalisation. We’ve moved beyond debating why hyper-personalisation matters—2025 is all about mastering the how.
This year is an opportunity to rekindle the joy of shopping and discovery by creating consumer-centric experiences powered by first-party data and AI. Commerce Media is set to shine as it blends data, media, and technology to deliver impactful and privacy-safe commerce moments. At the same time, the industry is embracing collaboration to tackle fragmentation, build trust, and simplify the ecosystem.
The shift towards enhancing consumer experiences while fostering transparency and trust marks an exciting transformation, and I’m eager to see how we, as an industry, shape this new chapter together.
How do you anticipate the future of AdTech evolving, and how is your business preparing to address these changes?
The future of AdTech lies in embracing personalisation and an AI-driven combination
of data and media to drive commerce outcomes, while ensuring transparency and trust. Consumer behaviour is becoming more nonlinear and always-on, requiring us to adapt to this complexity. At Criteo, we’re focusing on simplifying the ecosystem, enhancing interoperability, and ensuring responsible AI use to prepare for a future where every interaction can be a commerce moment.
How are AdTech companies addressing industry silos and ensuring interoperability with other tools and platforms used by advertisers?
Collaboration is essential for breaking industry silos in AdTech. While companies and clients often seek tailored solutions, interoperability with other platforms is critical for transparency and measurement. Industry associations, like the IAB, play a significant role in establishing standards and fostering a more transparent and cohesive ecosystem.
At the same time, AdTech companies must focus on simplifying media buying and selling processes for their clients. Advertisers don’t want to juggle multiple tools to achieve their goals. That’s why at Criteo, we’ve developed our Commerce Media Platform—to integrate data, media, brand safety, and AI seamlessly, delivering better commerce outcomes and creating a unified, user-friendly solution for advertisers.
What are the top challenges the AdTech industry should address in 2025?
Key challenges include tackling growing complexity, ensuring data privacy, addressing invalid traffic, and balancing AI’s benefits with its risks. As an industry, we must prioritise consumer trust and simplify processes to make advertising more efficient and engaging. Additionally, adapting to changing consumer behaviours and rising global competition is critical for long-term success.
How do you balance automated and human-driven processes in your strategies?
Automation through AI is invaluable for efficiency and scalability, but human oversight ensures creativity, ethical use, and strategic alignment. We emphasise leveraging AI for data insights and personalisation while maintaining human-driven decision-making to craft meaningful, consumer-first advertising experiences.
How has the AdTech industry pivoted to address ad blocking and opt-out of cookies amidst growing consumer concerns about privacy and data security?
The AdTech industry is shifting towards first-party data solutions and prioritising consumer trust through transparency and choice. At Criteo, we’ve led the way by introducing the ad choice icon in all our display ads, providing consumers with greater transparency and control.
Our Commerce Media Solutions are designed to be inherently consumer-centric, connecting data, media, and technology to deliver meaningful, personalised experiences. A key differentiator for Criteo is our ability to bridge the gap between the open internet and walled gardens through our social extensions, enabling seamless shopping experiences across platforms. This ensures advertisers can connect with consumers wherever they are while maintaining privacy and data security at the core of every interaction.
By focusing on user needs, respecting preferences, and creating unified commerce moments, Commerce Media delivers impactful and non-intrusive advertising in a privacy-first world.
By Gosia Wajchert, Managing Director, MEA, Criteo
