Xnurta Integrates Criteo

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 optimisation: 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 unintended budget shifts or optimisation 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 mean teams must adapt. Ensuring stakeholders understand the new workflows and reporting is critical.

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