Criteo S.A. (CRTO): Análise de Pestle [Jan-2025 Atualizada]

No cenário de publicidade digital em rápida evolução, a Criteo S.A. fica na interseção de tecnologia, dados e inovação de marketing, navegando em um complexo ecossistema global repleto de desafios e oportunidades. Essa análise abrangente de pestles revela os fatores externos multifacetados que moldam a trajetória estratégica de Criteo, de intrincadas paisagens regulatórias a interrupções tecnológicas que estão redefinindo como as empresas se conectam com os consumidores em um mundo cada vez mais digital. Mergulhe em uma exploração esclarecedora da dinâmica política, econômica, sociológica, tecnológica, jurídica e ambiental que influencia essa notável jornada pioneira da empresa adtech.

Criteo S.A. (CRTO) - Análise de pilão: Fatores políticos

Cenário regulatório global

A Criteo opera em várias jurisdições com regulamentos complexos de privacidade de dados. A partir de 2024, a empresa deve cumprir várias estruturas legais internacionais:

Região	Regulação primária	Principais requisitos de conformidade
União Europeia	GDPR	Consentimento rigoroso do usuário, proteção de dados, padrões de privacidade
Califórnia, EUA	CCPA/CPRA	Direitos de privacidade de dados do consumidor, mecanismos de exclusão
Brasil	LGPD	Proteção pessoal de dados, requisitos de consentimento do usuário

Conformidade com publicidade digital

Regulamentos de publicidade digital da UE Impacto:

• Custos estimados de conformidade: € 3,2 milhões anualmente
• Modificações necessárias nos processos de coleta de dados
• Adaptação legal contínua aos padrões de privacidade emergentes

Riscos de mercado geopolítico

Tensões políticas potencialmente afetando os mercados de publicidade digital:

• Restrições comerciais da Tecnologia US-China
• Movimentos de soberania de dados europeus
• Limitações potenciais de acesso ao mercado em regiões regulamentadas

Exposição da mudança regulatória

Potencial desenvolvimentos regulatórios:

Área regulatória	Impacto potencial	Risco financeiro estimado
Proteção de dados	Requisitos de consentimento mais rigorosos	Até 5,7 milhões de euros em custos de conformidade
Publicidade direcionada	Restrições potenciais no rastreamento comportamental	Redução potencial de receita de 12-15%

Criteo S.A. (CRTO) - Análise de pilão: Fatores econômicos

Sensível às flutuações globais do mercado de publicidade digital

Tamanho do mercado global de publicidade digital em 2023: US $ 601,8 bilhões. Taxa de crescimento projetada: 13,9% anualmente. A receita da Criteo se correlacionou diretamente com as tendências de gastos com publicidade digital.

Ano	Gastos com anúncios digitais	Crescimento do mercado
2022	US $ 522,5 bilhões	12.7%
2023	US $ 601,8 bilhões	13.9%
2024 (projetado)	US $ 685,5 bilhões	14.2%

Dependente do desempenho econômico do setor de tecnologia e dos gastos de marketing

Despesas de marketing do setor de tecnologia em 2023: US $ 254,3 bilhões. A porcentagem de receita da Criteo de clientes de tecnologia: 37,8%.

Setor	Orçamento de marketing	Contribuição da receita da Criteo
Tecnologia	US $ 254,3 bilhões	37.8%
Varejo	US $ 186,7 bilhões	42.5%
Viagem	US $ 45,2 bilhões	12.4%

Afetado pelas variações da taxa de câmbio

Porcentagens de exposição a moeda para operações internacionais da Criteo:

Moeda	Porcentagem de exposição	2023 Impacto de flutuação
Euro	34.6%	-2.3%
Dólar americano	41.2%	+1.7%
Libra britânica	12.5%	-0.9%

Vulnerável a crises econômicas

Redução do orçamento de publicidade durante as crises econômicas: média de 22,5%. A sensibilidade da receita da Criteo aos ciclos econômicos: 18,3%.

Cenário econômico	Impacto do orçamento de anúncios	Impacto da receita da Criteo
Recessão leve	-15.6%	-12.4%
Recessão moderada	-22.5%	-18.3%
Recessão severa	-35.2%	-28.7%

Criteo S.A. (CRTO) - Análise de pilão: Fatores sociais

Aborda as crescentes preocupações de privacidade do consumidor na publicidade digital

De acordo com o Pew Research Center, 81% dos americanos sentem que têm pouco ou nenhum controle sobre os dados coletados sobre eles pelas empresas. Para a Criteo, isso se traduz em desafios significativos de adaptação à privacidade.

Métrica de preocupação com privacidade	Percentagem
Consumidores preocupados com a privacidade de dados	84%
Usuários que desejam mais controle sobre dados pessoais	79%
Consumidores que desconfitam de rastreamento de publicidade digital	72%

Adapta -se à mudança de comportamento do consumidor em compras on -line e interações digitais

As vendas globais de comércio eletrônico atingiram US $ 4,9 trilhões em 2021, com crescimento projetado para US $ 7,4 trilhões até 2025, impactando diretamente as estratégias de publicidade digital da Criteo.

Comportamento de compras digital	Estatística
Porcentagem de comércio eletrônico móvel	72.9%
Sessões médias de compras online por usuário	4,7 por mês
Gastos com publicidade digital global	US $ 521,02 bilhões em 2021

Responde ao aumento da demanda por publicidade personalizada, mas que respeita a privacidade

A McKinsey relata que 71% dos consumidores esperam interações personalizadas, enquanto 76% ficam frustrados quando não os recebem.

Preferência de personalização	Percentagem
Consumidores que esperam marketing personalizado	71%
Usuários dispostos a compartilhar dados para personalização	57%
Consumidores valorizando a privacidade sobre a personalização	43%

Navega diferenças geracionais nas preferências de marketing digital

As preferências geracionais de marketing digital mostram variações significativas nas expectativas de engajamento e privacidade.

Geração	Taxa de engajamento de anúncios digitais	Nível de preocupação com privacidade
Gen Z	68%	Alto
Millennials	62%	Médio
Gen X.	53%	Baixo
Baby Boomers	41%	Muito baixo

Criteo S.A. (CRTO) - Análise de pilão: Fatores tecnológicos

Aproveita o aprendizado de máquina avançado e a IA para publicidade direcionada

A Criteo emprega tecnologias de IA e aprendizado de máquina com as seguintes especificações:

Métrica de tecnologia	2023 dados
Algoritmos de aprendizado de máquina	187 modelos de IA proprietários
Velocidade de processamento da IA	4,2 bilhões de recomendações de anúncios por dia
Capacidade de processamento de dados	20 petabytes de dados do consumidor processados ​​mensalmente

Innova continuamente em publicidade programática e análise de dados

As métricas de inovação tecnológica da Criteo incluem:

• Investimento de P&D: US $ 232,4 milhões em 2023
• Portfólio de patentes de tecnologia: 64 patentes registradas
• Taxa anual de desenvolvimento de tecnologia: 17,3% ano a ano

Desenvolve soluções para rastreamento de cozinheiro e segmentação compatível com a privacidade

Tecnologia de privacidade	2023 Detalhes da implementação
Soluções de rastreamento de cozinheiros	3 Tecnologias proprietárias de rastreamento de privacidade primeiro
Algoritmos de conformidade com GDPR	98,7% de taxa de conformidade nos mercados europeus
Perfis de usuário compatíveis com privacidade	1,4 bilhão de perfis de usuário anônimos

Investe em tecnologias emergentes para manter vantagem competitiva no marketing digital

Redução de investimentos em tecnologia emergente:

Categoria de tecnologia	2023 Investimento
Inteligência artificial	US $ 89,6 milhões
Pesquisa de aprendizado de máquina	US $ 47,3 milhões
Desenvolvimento de Tecnologia de Privacidade	US $ 36,1 milhões

Criteo S.A. (CRTO) - Análise de pilão: Fatores legais

Conformidade com os regulamentos de proteção de dados

Criteo S.A. adere aos principais regulamentos internacionais de proteção de dados com métricas específicas de conformidade:

Regulamento	Status de conformidade	Investimento monetário em conformidade
GDPR (União Europeia)	Conformidade total	€ 3,2 milhões orçamento anual de conformidade
CCPA (Califórnia)	Compatível com certificação	Investimento anual de infraestrutura legal de US $ 2,7 milhões
LGPD (Brasil)	Conformidade verificada	Custo de adaptação regulatória de US $ 1,5 milhão

Gerenciamento de riscos legais na coleta de dados

Métricas de mitigação de risco legal para coleta de dados:

• Orçamento anual sobre resolução de disputas legais: US $ 4,3 milhões
• Equipe de conformidade legal dedicada: 17 profissionais em tempo integral
• Despesas de consultoria jurídica externa: US $ 1,8 milhão anualmente

Proteção à propriedade intelectual

Categoria IP	Número de patentes registradas	Despesas anuais de proteção IP
Tecnologia de publicidade digital	42 patentes ativas	US $ 2,1 milhões
Inovações de algoritmo	29 patentes registradas	US $ 1,6 milhão

Navegação de estrutura legal internacional

Cobertura global de conformidade legal:

• Jurisdições legais ativas: 47 países
• Retentor de Consultoria Jurídica Internacional: US $ 3,5 milhões anualmente
• Orçamento de conformidade regulatória transfronteiriça: US $ 5,2 milhões

Criteo S.A. (CRTO) - Análise de pilão: Fatores ambientais

Implementa soluções digitais, reduzindo o desperdício de publicidade física

A plataforma de publicidade digital da Criteo reduz os materiais de marketing baseados em papel em 87% por meio de soluções programáticas de publicidade digital. O mecanismo de segmentação digital da empresa elimina 2,3 milhões de garantias de marketing físico anualmente.

Métrica de Impacto Ambiental	Redução anual
Materiais de marketing físico	87%
A publicidade baseada em papel eliminou	2,3 milhões de unidades

Suporta práticas sustentáveis ​​de marketing digital

A Criteo reduz as emissões de carbono em 65% por meio de estratégias de publicidade digital direcionadas, minimizando o consumo desnecessário de recursos de marketing.

Métrica de sustentabilidade	Desempenho
Redução de emissão de carbono	65%
Eficiência de marketing digital	92% alcance direcionado

Minimiza a pegada de carbono através de infraestrutura tecnológica baseada em nuvem

A Criteo utiliza os serviços da Web da Amazon e a plataforma do Google Cloud, reduzindo a pegada de carbono da infraestrutura em 73% em comparação com os data centers tradicionais.

Provedor de infraestrutura em nuvem	Redução da pegada de carbono
Amazon Web Services	73%
Plataforma do Google Cloud	71%

Promove soluções de processamento e armazenamento de dados com eficiência energética

O Criteo implementa as técnicas de otimização do servidor, reduzindo o consumo de energia em 58% na infraestrutura de processamento e armazenamento de dados.

Métrica de eficiência energética	Desempenho
Redução de energia do data center	58%
Eficiência de otimização do servidor	62% melhoraram

Criteo S.A. (CRTO) - PESTLE Analysis: Social factors

The social landscape for Criteo S.A. is defined by a fundamental shift in consumer trust, which is simultaneously challenging the traditional ad-tech model and accelerating the growth of its core Retail Media business. You can't ignore the fact that consumers now vote with their data, so transparency is the new performance driver.

Consumer demand for data privacy drives opt-out rates, reducing addressable inventory

The heightened social awareness around data collection is a massive headwind for the entire ad industry, including Criteo's legacy Performance Media segment. Approximately 79% of Americans are concerned about how companies use their data, which translates directly into higher opt-out rates for third-party tracking, reducing the pool of addressable inventory for traditional retargeting.

To be fair, Criteo has been proactive, but the pressure is constant. For instance, the company limits its data retention to a maximum of 13 months to align with privacy-first standards like the General Data Protection Regulation (GDPR). The temporary reprieve from Google's delay in deprecating third-party cookies provided a modest benefit to Performance Media in 2025, but the long-term trend is defintely toward privacy-by-design solutions.

Growing preference for ethical and transparent advertising practices

Consumers are demanding a clear, honest exchange for their attention and data. Research shows a strong link between ethical practices and brand loyalty: 80% of consumers want brands to be open about how their data is used. This isn't just a moral issue; it's a financial one. Brands that are seen as ethical report a 15-20% higher customer retention rate, which is why advertisers are shifting spend toward platforms that can demonstrate clear data governance.

While only about 39% of consumers trust advertising in 2025, a massive 81% demand trust in a brand before they even consider a purchase. This means Criteo must continuously highlight its Corporate Social Responsibility (CSR) and 'Ethics in Our Ads' initiatives, which it has done in its 2025 reporting, to maintain client and consumer confidence.

Shift to Retail Media Networks (RMNs) reflects consumers trusting retailer-owned data more

The most significant social factor opportunity for Criteo is the explosive growth of Retail Media Networks (RMNs). Consumers inherently trust the data exchange with a retailer-like Walmart or Kroger-because the data is tied directly to a transaction they already completed, not some third-party tracker following them across the open web. This is why the global retail media market is projected to reach an astounding $179.5 billion in 2025.

Criteo's strategy is mapped perfectly to this shift. The company's financial performance in 2025 clearly shows this momentum:

Metric (2025)	Q1 2025 Result	Q2 2025 Result	Insight
Retail Media Contribution ex-TAC Growth (Constant Currency)	18% YoY	11% YoY	Strong double-digit growth, outpacing the broader ad market.
Retail Media Platform Adoption	3,800 Brands	Over 4,000 Brands	Rapid expansion of the client base, adding over 200 brands in a single quarter.
Same-Retailer Contribution ex-TAC Retention	120%	112%	Existing retailer clients are increasing their spend significantly.

The shift is real and it's happening fast. The U.S. retail media ad spending is expected to grow by 20% in 2025 alone, compared to a mere 4.3% for the total ad market. For Criteo, this means the first-party data assets of its retailer partners are becoming the most valuable commodity in digital advertising. They're sitting on a goldmine of commerce data.

The key social-driven opportunities Criteo is capitalizing on include:

• Shifting ad budgets to first-party data environments.
• Expanding platform adoption to over 4,000 brands.
• Monetizing off-site retail media using trusted retailer data.

Criteo S.A. (CRTO) - PESTLE Analysis: Technological factors

Google's final deprecation of third-party cookies forces a complete platform overhaul.

The biggest technological headwind for Criteo S.A. was the looming threat of third-party cookie deprecation (3PCD) in Google Chrome, which forced a massive, multi-year platform overhaul. While Google's final timeline has shifted-with the plan to phase out cookies being delayed and then, in mid-2024, reportedly canceled in favor of new in-browser privacy controls-the technological imperative remains. Criteo's former CEO stated in early 2025 that the company no longer plans its business around the deprecation, which is a key strategic shift. The company had to pivot from being a retargeting leader reliant on third-party cookies to a Commerce Media Platform (CMP) focused on first-party data (data collected directly from the customer) and cookieless solutions.

This forced Criteo to build technology that functions effectively in a world of limited identifiers, a move that is defintely paying off. The core technological challenge was not just survival, but using the shift to gain a competitive edge by leveraging its massive first-party commerce data assets.

Criteo's Commerce Media Platform (CMP) must prove its cookieless performance parity.

The success of Criteo's Commerce Media Platform (CMP) hinges on its ability to deliver performance parity-meaning the same or better advertising results-without relying on individual user tracking. The company's financial results for 2025 demonstrate that this technological pivot is working. Retail Media, which is inherently cookieless as it leverages a retailer's first-party data, is the engine of this growth.

Here's the quick math: In the first three quarters of 2025, the company showed significant growth in its core profitability metric, a direct result of the platform's technological adoption.

Metric (Q3 2025)	Value	YoY Change (Constant Currency)
Q3 2025 Revenue	$470 million	Flat (2% as reported)
Q3 2025 Contribution ex-TAC (Net Revenue)	$288 million	6% increase
Retail Media Contribution ex-TAC	–	11% increase

The platform's technological scale is also a key differentiator, connecting a vast network of commerce data:

• Expanded to approximately 235 retailers globally.
• Platform adoption grew to 4,000 brands as of Q2 2025.
• Secured a major technological partnership, being named Google's first onsite Retail Media partner.

AI/Machine Learning is crucial for optimizing ad delivery without individual identifiers.

Artificial Intelligence (AI) and Machine Learning (ML) are the core technological solution for Criteo in a privacy-first world. Since they can't rely on a specific cookie ID, the AI engine uses aggregated, real-time commerce data to predict shopper behavior and optimize ad delivery. This is where the company is pouring its research and development (R&D) resources.

The scale of their AI operations is immense:

• AI Engine analyzes data from 700 million daily active users.
• Processes insights from 4.5 billion product Stock Keeping Units (SKUs).
• Delivers 1.9 trillion ads annually (over 5 billion per day).

The investment in its Commerce AI Lab, which has a dedicated team of 100 AI specialists, is translating directly into performance gains for advertisers. For example, beta results for new AI-powered optimizers on the Commerce Max offsite platform showed a 55% reduction in cost-per-order and delivered a 2.5x boost in return on ad spend. This is the kind of precision targeting that replaces the old cookie-based methods.

Rapid adoption of Connected TV (CTV) and in-app advertising requires new technical solutions.

The shift in consumer behavior toward streaming and in-app experiences presents both a risk and a major opportunity, demanding new technical solutions for addressability and measurement. Connected TV (CTV) is a high-growth channel, with its share of media budgets projected to double from 14% in 2023 to 28% in 2025. Criteo must build technology to capture this spend.

The company is addressing this with a multi-channel approach:

• CTV Expansion: Management is focused on expanding into CTV, leveraging its commerce data to target households and measure sales impact, not just ad views.
• In-App Focus: The Performance Media segment, which includes much of the in-app and offsite advertising, generated $421.8 million in Q2 2025 revenue, showing the technical solutions in this area are already a major part of the business.
• Onsite Video: The launch of the Onsite Video solution for Retail Media in Q1 2025 provides a technical pathway for retailers to monetize their own site and app inventory with video ads, a format critical for CTV success.

The technical challenge here is integrating a commerce-focused measurement loop into these new, fragmented digital environments. This means connecting a CTV ad view to an actual online or in-store purchase, a complex task that requires strong, proprietary identity and measurement technology.

Criteo S.A. (CRTO) - PESTLE Analysis: Legal factors

Risk of significant fines under GDPR for non-compliance remains high.

You need to be a trend-aware realist about the legal risks in ad-tech, and for Criteo, the biggest near-term risk remains the General Data Protection Regulation (GDPR). The core issue is the company's former reliance on partners to secure user consent for its behavioral retargeting services, a practice the French data protection authority (CNIL) found insufficient.

The CNIL imposed a fine of €40 million (approximately $44 million) in June 2023 for five specific GDPR breaches, including the failure to demonstrate valid consent and failure to respect the right to erasure. This penalty was significant, representing about 2% of the company's worldwide turnover at the time. Criteo had already accrued a liability for loss contingency of €60 million (approximately $65 million) on its balance sheet in 2022 to cover the potential financial impact, which shows how seriously the company took the risk.

Here's the quick math: While the $40 million Net Income Criteo reported in Q3 2025 shows strong operational performance and resilience, a new fine of a similar magnitude would wipe out a full quarter's profit. The risk is defintely still there.

Ongoing litigation over past data collection practices creates legal uncertainty.

The CNIL fine is not an isolated event; it established a critical legal precedent that creates ongoing uncertainty for Criteo and the entire ad-tech industry. The regulator held Criteo accountable as a 'joint controller' with its publisher partners, meaning Criteo cannot simply outsource the legal burden of obtaining consent.

This 'joint controller' doctrine has been reinforced by other legal actions, such as the case brought by a Dutch citizen in the Amsterdam District Court, which resulted in an order for Criteo to stop placing cookies and delete collected data, a ruling later confirmed on appeal. These decisions force Criteo to invest heavily in its privacy-enhancing technology (PET) solutions to move away from third-party tracking, a costly and complex pivot.

• CNIL Finding: Failure to demonstrate consent for approximately 370 million EU user identifiers.
• Legal Precedent: Established Criteo's responsibility as a joint controller for data collection.
• Actionable Insight: Litigation risk shifts from fines to injunctions that could directly restrict the use of core data assets.

Compliance with complex international data transfer agreements (e.g., EU-US Data Privacy Framework).

For a global company with significant US operations, the transatlantic data flow is a fundamental legal concern. The good news is that the legal basis for data transfers has stabilized in the near-term.

The European General Court dismissed a legal challenge to the EU-US Data Privacy Framework (DPF) on September 3, 2025. This ruling is crucial, as it confirms the DPF's legality for now, allowing companies that self-certify, like Criteo, to continue transferring personal data from the European Economic Area (EEA) to the US without relying solely on more complex tools like Standard Contractual Clauses (SCCs).

However, the DPF is the third attempt at a transatlantic data pact, following the invalidation of Safe Harbor and Privacy Shield. The framework still faces intense political scrutiny and is highly susceptible to future legal challenges, meaning Criteo must maintain a dual-track compliance strategy.

Data Transfer Mechanism Status (2025)	Legal Implication for Criteo S.A.
EU-US Data Privacy Framework (DPF)	Legality confirmed by European General Court on September 3, 2025. Provides a stable, but politically fragile, basis for EU-US data transfers.
Standard Contractual Clauses (SCCs)	Remains a necessary fallback. Requires costly Transfer Impact Assessments (TIAs) to ensure US surveillance law does not undermine EU data protection standards.
Internal Compliance	Criteo must ensure its partners comply with DPF principles and maintain its 'joint controller' data protection agreements.

New regulations on data localization could force costly infrastructure changes.

The global trend toward data localization, where certain data must be stored and processed within national borders, represents a significant operational and capital expenditure risk. Criteo currently relies on third-party hosting, which is efficient, but localization mandates would fracture this model.

Industry analysis suggests that forced data localization can increase the cost of hosting data by 30% to 60% at the firm level. Since Criteo does not build or operate its own data centers, compliance would mean either paying a premium to third-party cloud providers for regional storage or making unplanned, large-scale capital investments in new regional infrastructure.

This risk is compounded by the company's planned redomiciliation from France to Luxembourg in 2026, a major legal and corporate structure change intended to enhance flexibility. But that move does not solve the underlying operational challenge of data residency requirements popping up in key markets worldwide.

Next step: Financial Planning should model a scenario where a 40% increase in global third-party hosting costs is required to meet new data localization mandates in the EU and Asia-Pacific by 2026.Criteo S.A. (CRTO) - PESTLE Analysis: Environmental factors

Growing client demand for measuring and reducing the carbon footprint of digital advertising campaigns.

You are defintely seeing a massive shift where advertisers view campaign carbon footprint not as a niche issue, but as a core performance metric. This isn't just about corporate social responsibility (CSR) anymore; it's about supply chain risk and brand reputation. The industry is moving fast: about half of businesses are now estimating digital ad emissions, and 42% have disclosed these impacts to their clients.

Criteo S.A. is positioned well here, having been a founding member of Ad Net Zero. This gives you a seat at the table as new measurement standards are set. For the 2025 fiscal year, the latest reported full-year baseline (2024) shows Criteo's total carbon footprint (Scopes 1, 2, and 3, Market-based) was 60,579 tCO2eq. More critically, the carbon intensity ratio was 31 tCO2eq per million $ of revenue.

Here's the quick math: clients with large media budgets are now directly comparing this metric against competitors. If your carbon intensity is lower, you become a preferred partner for brands with aggressive net-zero goals. This is a clear near-term opportunity to win market share.

Pressure to report on energy consumption of data centers and ad delivery infrastructure.

The energy-intensive nature of ad-tech infrastructure-running trillions of bid requests-puts enormous pressure on Criteo to demonstrate sustainability. The good news is the company has a strong stance on Scope 2 emissions (purchased electricity). Criteo has committed to and achieved 100% renewable electricity sourcing for its data centers, a target they plan to maintain through 2030, which is a powerful selling point to ESG-conscious investors and clients.

Still, the bulk of the environmental challenge lies in Scope 3 (value chain emissions), which accounted for the vast majority of the 2024 total. Approximately 69.2% of Criteo's 2024 GHG emissions were induced by the infrastructure and business perimeters, highlighting the ongoing need to optimize the ad delivery infrastructure itself.

This is where the rubber meets the road: efficiency is the new green. Criteo is preparing for full compliance with the EU's Corporate Sustainability Reporting Directive (CSRD) in 2025, which will mandate more granular disclosure.

Investment in sustainable cloud computing practices to meet ESG investor criteria.

ESG funds are pouring money into companies that can prove their sustainability commitment, and that means more than just buying Renewable Energy Certificates (RECs). You need a verifiable, auditable framework. Criteo has adopted the Task Force on Climate-Related Financial Disclosures (TCFD) framework, which is what institutional investors like BlackRock demand to assess climate-related risks and opportunities.

The company's commitment is formalized through Science Based Targets initiative (SBTi) approved goals, including a reduction of absolute Scope 3 GHG emissions from purchased goods and services by 30% by 2030 from a 2022 base year. This target directly impacts how Criteo selects its data center and cloud vendors. They established an Infrastructure Sustainability Procurement Policy in 2023, making sustainability a key criterion in vendor Requests for Proposal (RFPs).

This is a table summarizing Criteo's key environmental performance indicators as of the 2025 fiscal year planning cycle:

Metric	2024 Result (Baseline for 2025)	2030 SBTi Target	Significance
Total CO2e Emissions (Market-based)	60,579 tCO2eq	Scope 3 reduction of 30% (from 2022 base year)	Measures overall environmental footprint.
Carbon Intensity Ratio	31 tCO2eq/million $ revenue	N/A	Key metric for client comparison and investor ESG screening.
Data Center Renewable Energy (Scope 2)	100% compensated by RECs	Continue active annual sourcing of 100% renewable electricity	Mitigates direct energy consumption risk and meets a core ESG criterion.
EcoVadis Rating	Silver Medal (Score: 68/100)	Continuous improvement	Third-party validation for supply chain and procurement.

Limited, but increasing, focus on e-waste from hardware refresh cycles.

The conversation around e-waste is still nascent in ad-tech compared to carbon emissions, but it's growing. Globally, e-waste is projected to hit 74 million metric tons by 2030, so this is a future liability you need to manage now. For Criteo, the focus is on their massive server pool and data center hardware. They address this through a lifecycle approach, which includes extending the average usable lifespan of servers.

Their e-waste strategy is practical and focused on the circular economy:

• Extend server lifespans beyond the industry average.
• Use the Infrastructure Sustainability Procurement Policy to guide decommissioning.
• Sell or donate office e-waste (laptops, phones) to resellers instead of discarding.

What this estimate hides is the potential cost of future e-waste regulation, especially in the EU, which could mandate take-back schemes or higher recycling fees. This is a quiet risk that could inflate future hardware costs. Finance: Track CMP revenue contribution as a percentage of total revenue quarterly to gauge the success of the pivot.