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Digital Ad Vet Mike Peralta Joins Criteo With Focus On Omnichannel Marketing

"Connecting shoppers and their devices, apps, and online/offline environments across all stages of the journey is key as shoppers leverage these devices to purchase online and offline," says Peralta.

Criteo, the ad tech pioneer founded in France back in 2005, has brought in an individual ad tech veteran Mike Peralta as the company and its clients work to broaden the reach and understanding of omnichannel marketing beyond traditional digital advertising.

Peralta, who will serve as EVP of Central Sales & Operations, has helped shaped the strategy and concept of programmatic ad sales in revenue management positions at such companies as demand-side platforms MediaMath, Magnetic, and Tumri as well as at AOL and its Advertising.com network.

More recently, Peralta served as president and CEO of AudienceScience where he oversaw all functional areas of the company, and serviced P&G’s global advertising budget.

As online advertising has evolved tremendously over the past decade, so has Criteo and Peralta. Criteo, for example, began as a firm specializing in retargeting. It has worked to update that position with a broader set of tools designed to understand and reach cross-platform consumers.

Peralta’s focus has similarly expanded from his days running ad networks and DSPs, as noted in his response when asked about his and Criteo’s approach to bridging online and offline marketing.

“Criteo has solidified itself as the leader in omnichannel commerce marketing and is uniquely positioned to propel continued innovation for retailers and brands to expand their in-store and online experience to target customers throughout the winding shopper journey,” Peralta tells GeoMarketing.

“Connecting shoppers and their devices, apps, and online/offline environments across all stages of the journey is key as shoppers leverage these devices to purchase online and offline,” he said.

In terms of being able to develop those insights on behalf clients, Peralta pointed to the the pooled identity data within Criteo Shopper Graph, which  ensures accurate cross-device identification from the over 700 million active online shoppers who use multiple devices to shop.

“Within Criteo’s Commerce Marketing Ecosystem, retailers and brands get exceptional results as they profitably target and acquire customers online and in stores—thus increasing omnichannel conversions and closing the loop between both online and offline marketing brand strategies,” Peralta said.

As part of his new post, Peralta will manage the rollout of a new incentive management platform, and actively integrate Criteo Brand Solutions into the larger, global organization.

He reports directly to Mollie Spilman, Criteo’s Chief Operating Officer. Spilman was named Criteo’s since COO in October 2017. Like Peralta, Spilman is a well-respected ad tech vet, having arrived at the company as CRO in August 2014 after leaving her role as EVP of Global Sales & Operations at Millennial Media. Spilman has also held executive posts at Yahoo, Videology, and AOL Advertising.

“The constant evolution of our industry demands a strong lineup of products and services that align with the sales, profitability and ROI goals of our clients, and even stronger stewards to help transform it,” said Mollie Spilman, Chief Operating Officer at Criteo. “Having previously worked with Mike for several years at AOL, I can attest to his impressive background developing and maintaining lucrative revenue channels, and his ability to cultivate meaningful relationships with clients and partners. We’re confident his leadership and management skills will be instrumental to the continued success and satisfaction of our customers.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.