A guide to Criteo activations

In this article, we’ll go through the features currently supported in the Lexer to Criteo activation, to give you a sound understanding of the current capabilities of the integration.

If you’d like to learn how to integrate your Criteo account with Lexer, check out our guide to connecting your Criteo account.

What is a Criteo activation?

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.

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 (Tribe) 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 Tribe.

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 audienceis received and matched in Criteo, you could then use this to target these audiences with relevant ads and opportunities, such as “upcoming sale”.

How do I activate to Criteo?

To find out how to activate an audience to Criteo, check out these handy guides:

Criteo terminology

List 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

Further reading

To find out more about what you can do as a marketing manager with Lexer, check out our manager’s guide to marketing article.

Or if you’d like to find out more about what you can do with Criteo, they have a few great articles to get you started: