Connect your Criteo account with Lexer

Criteo is an ad retargeting platform, where you can maintain persistent suppression or targeted lists to deliver the right ad, at the right moment, based on your customers’ engagement.

By connecting your Criteo account with Lexer, you can permit Lexer to create new Audiences, and append to existing Audiences in Criteo.

Benefits of a Criteo integration

  • Send customer lists using customer emails or device IDs (hashed)
  • Maintain persistent suppression segments in Criteo

How do I integrate my Criteo account?

  1. Click on the Criteo tile

You will then be prompted to enter your Criteo login username and password.

From here you will need to set the permissions for the Lexer app. You need only give us MANAGE permissions for the AUDIENCE parameter. Once completed it should look something like this.

Click OK and you will be redirected back to Lexer Integrate. You have now successfully integrated your Criteo account you can now reach out to Lexer Support ([email protected]) to create an Activation for you (this won’t take long).

What is a Criteo activation?

The Criteo activation in Lexer allows you to securely send and update hashed email records, or Device IDs (both MD5, and SHA256) from Lexer to Criteo, and store them as audiences in Criteo as a secure PII to Cookie match table. Criteo then targets those cookies across the internet.

Every time an audience (Segment) in Lexer matches cookies stored in Criteo, you’re now given the power to target the corresponding emails or device IDs captured through Criteo. The beauty of this, is that Lexer gives you the ability to create audiences that auto-update, so your lists will be updated as customers enter and leave your Segment.

For example, if someone were to browse your site on their smartphone, the device ID could be captured, and stored in Criteo. This same device ID could be captured in Lexer, and be automatically included/excluded in such audiences as “returning visitor”, “cart abandoner”, or “one time purchaser”, as their device ID is tracked throughout their online journey. Once the Lexer audience is received and matched in Criteo, you could then use this to target these audiences with relevant ads and opportunities, such as “upcoming sale”.

Criteo terminology


A collection of users, and the information you have on them. A user can belong to many lists, and these will be your primary tool in segmentation within Criteo. For example, your “High Value” user list contains those with a spend value over X.

Device ID

Used to identify devices for users who use multiple devices to navigate across various websites.

PII & Cookies

Read more about this here

How do I activate to Criteo?

First, head over to Lexer Segment and build your Segment. Once your Segment is ready, and your activation has been created, head to Lexer Activate.

  2. Select the appropriate Criteo account for this Activation
  3. Add your Segment
  4. Update the audience name (if necessary)
  5. Check the appropriate audience action. In most cases, you’ll want to maintain your audience
  6. Agree to terms and click Send Audience

Set and forget – auto-updating audiences

Lexer Activate permits you to automatically update your audiences within Criteo. With this selected, Lexer will add or remove customers from your audience, as customers enter and leave your Segment.

Okay I’ve sent my audience, what next?

The moment your activation has been confirmed as sent in Activate, you’ll see records begin to update in Criteo. We’ll send you an email to let you know once an audience has been sent – the time this takes will vary, depending on the size of the audience.

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