Criteo taps Tyroo to grow advertiser reach across three SEA markets

Criteo has expanded its partnership with ad tech company Tyroo to extend its presence across Thailand, Malaysia and the Philippines.

Under the new reseller agreement, Tyroo will promote Criteo’s performance media solutions to advertisers across the three markets, giving the commerce intelligence platform a wider in-market presence and additional local support.

The move forms part of Criteo’s broader investment in Southeast Asia, with the company looking to work through established regional partners with local market expertise and advertiser relationships.

Don't miss: Criteo and dentsu sign global partnership to supercharge commerce media

Criteo has worked with Tyroo in India since 2021. The expanded partnership now brings the collaboration into Southeast Asia, with Tyroo’s regional teams and infrastructure set to support advertisers using Criteo’s platform.

“We are delighted to announce our partnership with Tyroo in our efforts to grow and expand our coverage in Thailand, Malaysia and the Philippines, making a real difference in AI-assisted commerce campaign activation,” said Sukesh Singh, managing director, SEA, Criteo.

“As commerce continues to grow across Southeast Asia, we’re confident this partnership will help advertisers in these markets reach high-intent audiences more effectively across channels and drive full-funnel outcomes through our commerce intelligence platform.”

Meanwhile, Bharat Arora, country head, India, Tyroo, highlighted the role of local expertise in the expanded partnership.

“At Tyroo, we've always believed that global innovation delivers its greatest impact when combined with deep regional expertise. We’re excited to extend this collaboration with Criteo into Southeast Asia using our local teams and infrastructures to help advertisers and global brands unlock the full potential of Criteo’s commerce intelligence across Southeast Asia's dynamic digital economy.”

Headquartered in Singapore, Tyroo operates across APAC, providing advertising technology, audience targeting and advertising solutions for brands and media businesses. Criteo, meanwhile, positions itself as a commerce intelligence platform for brands, agencies, retailers and publishers, using commerce data and AI to support performance marketing and commerce strategies.

Last year, Criteo refreshed its global brand platform around “For the love of commerce” as it expanded its positioning beyond retargeting towards AI-powered commerce media, with a focus on connecting brands and consumers through more relevant, personalised experiences.

Related articles:
Deliveroo HK teams up with Criteo to unveil new advertising platform for brands
Beauty is winning at creator commerce. So what's everyone else missing?
Criteo names Michael Komasinski as CEO