At Cannes Lions, Criteo CEO Michael Komasinski joins Ari Paparo to discuss the future of commerce media, OpenAI advertising, AI-powered discovery, retail media, agentic commerce, and how brands can measure success in the evolving AI ecosystem. Takeaways How Criteo&#x27;s OpenAI partnership is reshaping AI advertising. Why commerce media is expanding beyond traditional retail media. The importance of measurement, incrementality, and AI-driven discovery. How retailers can stay competitive in the era of AI shopping assistants. Chapters00:00 Welcome &amp; Criteo&#x27;s Evolution01:31 Privacy Sandbox, AI &amp; Industry Changes04:31 Inside Criteo&#x27;s OpenAI Partnership06:16 How OpenAI Advertising Works for Brands08:19 Where AI Ad Budgets Will Come From10:17 The Reality of Agentic Commerce11:40 AI Shopping Assistants &amp; Retail Media15:12 Measuring AI Advertising Success17:46 Retail Media Challenges &amp; Brand Expectations19:13 Why Criteo&#x27;s Buy &amp; Sell Strategy Matters20:51 The Future of Commerce Media22:24 Why Retailers Can Win in the AI Era Guests: Ari Paparo Learn more about your ad choices. Visit megaphone.fm/adchoices

How Criteo Is Bringing Commerce Media to OpenAI with Michael Komasinski

Marketecture: Get Smart. Fast.

# Full Transcript

**Podcast:** Marketecture: Get Smart. Fast.

## Participants

- **Ari Paparo** (None)
- **Michael Komasinski** (Criteo)

## Transcript

Oh, hello. I'm Jeremy Bloom, co-founder and CEO of Marketecture Media. And boy, do I have news for you. Marketecture Live is back. And if you've been watching from a distance thinking, that looks phenomenal, but a trip to New York is just a bridge or several too far. We've got great news for you. We're bringing Marketecture Live to the beating heart of Adland. That's right. On September 23rd, 2026.

Marketecture Live is coming to Chicago. We're going to be bringing the same sold out energy, sharp insights and industry defining conversations to the center of advertising's biggest transformations for media and commerce to AI tech and modern marketing. This is where the people shaping what's next for the ad industry will be, want to be and need to be. Early registration is live now.

So lock in your ticket at chicago.marketecturelive.com. Again, lock in your ticket at chicago.marketecturelive.com. Disclaimer, I live in Chicago. It's not Chicago. It's Chicago.

Welcome, everyone. Welcome, everyone. Hey, Ari. Hey, how you doing? I'm very well. So thank you all for coming to the beautiful, pretty old yacht. We're in the shade, which hopefully is good enough for everybody. We have the fans. It's got everything like that. So we're excited. You know, I was talking to someone earlier about there's like a thousand panels a day, but most panels only have like two people come to them, right?

So I'm pretty excited about this turnout. Yeah, no, they must be interested in what you have to say must be subscribers to marketecture. I don't think we have this many. So you've been on the job for how long? A year, year and a half? 16 months. 16 months. You're not counting or anything? I'm not counting. How is it?

It's great. But, you know, it's a super interesting company. It's got great capabilities. And we sit at the intersection of some of the fastest moving vectors in the ecosystem, whether that's commerce media or advertising in AI, just performance and how that sort of form of marketing continues to evolve. So, I mean, those were the things that really got me interested in it. And they've all turned out to be true. And then like along the way, some interesting things have happened.

And this will take you way back and show you how long those 16 months have been. OK, I mean, Privacy Sandbox went away in my third month on the job or went out for Privacy Sandbox. Right. You know, Agentic became a big thing. I think we all knew that was going to be big, but we didn't know exactly what the details and shape of it would be. And so that's become a huge part of the business. I've noticed you're like almost weekly press releases on the subject. Yeah, I do. I do talk about it a bit. It's good. Keep hyping it up.

Yeah. Yeah. Well, you know, and look, the OpenAI partnership, probably one of our sort of flagship partner...

How Criteo Is Bringing Commerce Media to OpenAI with Michael Komasinski

Transcript

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Every day you wait, your competitors are finding
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How Criteo Is Bringing Commerce Media to OpenAI with Michael Komasinski

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.