John Brown
Member
Xnurta, the award-winning agentic AI-powered advertising platform , has announced its integration with Criteo's retail media API, enabling advertisers to seamlessly create, manage, and optimize campaigns across Criteo's 225-plus retail networks from within Xnurta's unified environment.
What the Integration Delivers
- Enables advertisers to combine campaigns on Criteo's network covering global retail media inventory with Xnurta's previously Amazon- and Walmart-centric capabilities.
- Provides comprehensive reporting: campaign, line item, product, keyword, negative keyword, placement and search term levels all visible in one dashboard.
- Offers enhanced bulk management operations, including budget edits, attribution adjustments and product-level controls designed for large-scale commerce brands.
- Integrates rule-based automation (RBA): intelligent bid and budget day-parting, dynamic bid adjustments based on real-time signals.
- Provides a unified platform for retail media intelligence: Amazon, Walmart and now Criteo all managed via Xnurta.
Why This Matters for Marketers
In retail media advertising, fragmentation across dozens of networks has long been a barrier to efficiency, transparency and scale. With this integration:- Brands gain one control point for multiple retailer ad networks, simplifying operations and reducing silos.
- They gain unified insights and automation not just across networks but across the full retailer ecosystem.
- The move supports more advanced optimization: rather than isolated campaigns, brands can learn and act on cross-network data, enabling smarter budget allocation and faster response to performance indicators.
- For agencies and commerce marketers managing high-volume operations, the bulk and automation features reduce manual workload and operational friction.
Considerations & Next Steps
- The integration is currently in closed beta, with general access anticipated later in the year.
- Advertisers should review their existing ecosystem: how campaigns are structured, data flows, network access and how this unified system aligns with their processes.
- With enhanced automation and bulk controls, teams must ensure they have the right governance, monitoring and data-quality capabilities to avoid unexpected budget shifts or optimization drift.
- Because this integrates additional network inventory, advertisers should revisit their attribution, segmentation and measurement frameworks to fully capture cross-network effects.
- Training and change management: platform consolidation and automation means teams must adapt. Ensuring stakeholders understand the new workflows and reporting is critical.
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