Criteo, the commerce media company, has signed an agreement with Grupa WP to test CEEId. This universal identifier is meant to not only cover the Polish market, but also all of Central and Eastern Europe, and could thus potentially improve performance and scale of Criteo’s advertising campaigns in the region.
CEEId is an identifier that enables an effective deployment of advertising campaigns in an environment without third-party cookies. It allows for targeted advertising campaigns across browsers, including in environments that don’t support third-party cookies. CEEId also aims to reinforce relationships with publishers and advertisers by building a shared identification ecosystem. The implementation of the identifier in Central and Eastern Europe is just the beginning – the initiative’s potential may also be expanded into other markets in the future.
Owing to our collaboration with Criteo, advertisers will obtain the benefit of more effective advertising campaigns. CEEId will enable effective targeted advertising endeavors without compromising the privacy of users in a cookieless environment – for now within Safari and Firefox and a little later within a portion of Chrome traffic. Publishers such as Seznam.cz and Wirtualna Polska will also participate in the initiative by developing a shared identification ecosystem in Central and Eastern Europe,
says Mikołaj Twardowski, Director for Analytics Platform and CEEId Development at Wirtualna Polska Holding.
Criteo’s commitment to test CEEId is anticipated not only to translate into support for the platform’s existing partners, but will also send a clear signal to the whole industry. Publishers choosing to integrate with CEEId will open up opportunities to work with one of the largest global advertising platforms.
At Criteo, we empower advertisers with full-funnel strategies that reach shoppers across multiple channels. We seamlessly integrate data signals to further optimize our sophisticated AI engine for performance improvements and enhanced personalization. We are excited about the opportunities of CEEId, as it supports privacy compliant addressability. Leveraging such a solution, contributes to further develop a holistic view of consumer's shopping behaviors and increases performance for our partners
says Benedict Gruendig, Director Media Owner Development for Central and Eastern Europe at Criteo.
Detailed information about the identifier is available at www.ceeid.eu
CEEId, an identifier provided by Wirtualna Polska, is an effective alternative to the solutions offered by global technology platforms (such as Privacy Sandbox from Google), which, should third-party cookies become blocked, may significantly increase conversion costs for advertisers. With CEEId, it will be possible to maintain and even improve the existing effectiveness of advertising campaigns. The precision of user identification is ensured by using email-based identifiers and partners’ first-party IDs.
CEEId operates based on ID Exchange technology and will be integrated shortly with the largest Czech Internet company, Seznam.cz, thus enabling the conduct of campaigns in both markets. „We are glad to join forces with WP and Criteo to open new chapter of high standards. Such initiatives show that independent players can help keep competitivnes in open programmatic againts global walled gardens platforms. In parallel, more Central and Eastern European publishers and e-commerce companies are expected to join the initiative soon,“ says Jakub Novotný, Identity solution manager at Seznam.cz.
About Criteo
Criteo (NASDAQ: CRTO) is the global commerce media company that enables marketers and media owners to drive better commerce outcomes. Its industry leading Commerce Media Platform connects thousands of marketers and media owners to deliver richer consumer experiences from product discovery to purchase. By powering trusted and impactful advertising, Criteo supports an open internet that encourages discovery, innovation, and choice. For more information, please visit www.criteo.com.
About Grupa WP
Grupa WP is a technology holding group engaged in media, advertising and e-commerce business. It owns the WP web portal and operates specialized thematic websites such as money.pl, WP SportoweFakty or benchmark.pl and develops subscription services, including via Audioteka Group. In the e-commerce sector, WP is mainly present in tourism (among others, wakacje.pl, Szallas Group, nocowanie.pl) and consumer finance (superauto.pl and totalmoney.pl). According to a Megapanel survey, more than 20 million Poles used WP’s online products in December 2024.
About Seznam.cz
Seznam.cz is a technology and publishing company operating on Czech market since 1996. It is one of few companies keeping significant share in its search engine againts Google on local market. Providing wide range of services including the biggest and most trusted news portal seznamzpravy.cz, price comparison website zbozi.cz, e-mail service or streaming platform stream.cz., Seznam is also very important player for e-commecre by providing its own identity login solution. Its main page Seznam.cz is visited by more than 50 % of Czech internet population daily.