(Beta) Criteo connection



This documentation page was created by Criteo. This is currently a beta product and functionality is subject to change. For any inquiries or update requests, please contact Criteo directly here.

Criteo powers trusted and impactful advertising to bring richer experiences to every consumer across the open internet. With the world’s largest commerce data set and best-in-class AI, Criteo ensures each touchpoint across the shopping journey is personalized to reach customers with the right ad, at the right time.


  • You need to have an administrator user account on Criteo Management Center.
  • You’ll need your Criteo Advertiser ID (ask your Criteo contact if you don’t have this ID).
  • You’ll need to provide GUM caller ID, in case you want to use GUM ID as identifier.


  • Criteo does not currently support removing users from audiences.
  • Criteo only accepts SHA-256-hashed and plain-text emails (to be transformed into SHA-256 before sending). Please do not send any PII (Personal Identifiable Information, such as individuals’ names or phone numbers).
  • Criteo needs at least one identifier to be provided by the client. It prioritizes GUM ID as identifier over hashed email as it contributes to better matching rate.


Supported identities

Criteo supports the activation of identities described in the table below. Learn more about identities.

Target Identity Description Considerations
email_sha256 Email addresses hashed with the SHA-256 algorithm Both plain text and SHA-256-hashed email addresses are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.
gum_id Criteo GUM cookie identifier GUM IDs allow clients to maintain a correspondence between their user identification system and Criteo’s user identification (UID). If the identifier type is GUM, an additional parameter, the GUM Caller ID, must also be included. Please reach out to your Criteo account team for the appropriate GUM Caller ID or to get more information on this GUM sync, if needed.

Export type and frequency

Refer to the table below for information about the destination export type and frequency.

Item Type Notes
Export type Segment export You are exporting all members of a segment (audience) with the identifiers (name, phone number, or others) used in the Criteo destination.
Export frequency Streaming Streaming destinations are “always on” API-based connections. As soon as a profile is updated in Experience Platform based on segment evaluation, the connector sends the update downstream to the destination platform. Read more about streaming destinations.

Use cases

To help you better understand how to use the Criteo destination, here are some goals that Adobe Experience Platform customers can achieve with Criteo:

Use case 1 : Get traffic

Showcase your business with relevant product offers and flexible creatives. With intelligent product recommendations, your ads will automatically feature the products most likely to trigger visits and engagement. Flexible targeting allows you to build audiences from Criteo’s commerce data set or from your own prospect lists and Adobe CDP segments.

Use case 2 : Increase website conversions

When visitors leave your website, remind them what they’re missing with retargeting ads that increase conversions by showing special deals and hyper-relevant offers, wherever they go next. Connect your Adobe CDP segment to re-engage existing customers or target consumers similar to your most loyal shoppers.

Connect to Criteo


To connect to the destination, you need the Manage Destinations access control permission. Read the access control overview or contact your product administrator to obtain the required permissions.

To connect to this destination, follow the steps described in the destination configuration tutorial.

Authenticate to Criteo

Steps to connect are as follows:

  1. Log in to Adobe Experience Platform and connect to the Criteo destination.

    Log in

  2. You will be redirected to Criteo to authorize the connection. You may need to first log in with your Criteo credentials:

    Criteo login

    Criteo login

    Criteo login

Connection parameters

After authenticating to the destination, please fill in the following connection parameters.

Connection parameters

Field Description Required
Name A name to help you recognize this destination in the future. The name you choose here will be the Audience name in Criteo Management Center and cannot be modified at later stage. Yes
Description A description to help you identify this destination in the future. No
API Version Criteo API Version. Please select Preview. Yes
Advertiser ID Criteo Advertiser ID of your organization. Please contact your Criteo account manager to obtain this information. Yes
Criteo GUM caller ID GUM Caller ID of your organization. Please reach out to your Criteo account team for the appropriate GUM Caller ID or to get more information on this GUM sync, if needed. Yes, whenever GUM ID is provided as an identifier

Activate segments to this destination


To activate data, you need the Manage Destinations, Activate Destinations, View Profiles, and View Segments access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.

Read Activate profiles and segments to streaming segment export destinations for instructions on activating audience segments to this destination.

Exported data

You can see the exported segments in the Criteo management center.

The request body received by the Criteo connection looks similar to this:

  "data": {
    "type": "ContactlistWithUserAttributesAmendment",
    "attributes": {
      "operation": "add",
      "identifierType": "gum",
      "gumCallerId": "123",
      "identifiers": [
          "identifier": "456",
          "attributes": [
            { "key": "ctoid_GumCaller", "value": "123" },
            { "key": "ctoid_Gum", "value": "456" },
              "key": "ctoid_HashedEmail",
              "value": "98833030dc03751f2b2c1a0017078975fdae951aa6908668b3ec422040f2d4be"

Data usage and governance

All Adobe Experience Platform destinations are compliant with data usage policies when handling your data. For detailed information on how Adobe Experience Platform enforces data governance, read the Data Governance overview.

Additional resources

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