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THG and Criteo Launch Conversational Shopping Ads in Europe

THG Commerce integrates Criteo ad products into a shopping assistant built on Gemini Enterprise, describing it as the first conversational ad experience of its kind in Europe.

October 10, 2026
THG and Criteo Launch Conversational Shopping Ads in Europe

On October 9, THG Commerce announced the integration of Criteo ad products into its smart shopping assistant, in a move described by both companies as the first conversational ad solution in Europe, and the first time Criteo Sponsored Products has been integrated into AI-powered conversational search for a player in European commerce technology.

Built on Google Cloud's Gemini Enterprise, the assistant displays sponsored items clearly labeled alongside organic recommendations within the same conversation, appearing only when relevant to the user's query. The mechanism relies on the same keyword matching, semantic understanding, and relevance thresholds used in Criteo's search ads.

The companies said early results showed a click-through rate more than five times higher than average, and a conversion rate more than double the average. Darren Rajanah, Chief Revenue Officer at THG Ingenuity, said that "customers start their shopping journey with a conversation describing what they need," noting that these high-intent visits were largely outside the scope of retail media.

The announcement represents a shift in retail media from traditional search to conversation, a trend that could extend to stores and platforms in the Arab region testing smart shopping assistants. THG is offering an additional suite of tools via Gemini Enterprise, including a virtual filtering assistant and a tool for analyzing shopping conversations, available through the Google Cloud Marketplace.

What do these terms mean?

Retail Media: Advertising space sold by major retailers on their websites, apps, and screens, leveraging customer purchase data for targeting.

Conversational Ads: Ads inserted into a conversation with a smart assistant instead of a fixed space on a page, appearing based on what the user requests in the dialogue.

Gemini Enterprise: Google's enterprise edition of its AI assistant, connected to organizational systems and data to perform tasks within the workplace environment.

Click-Through Rate (CTR): The ratio of clicks on an ad to the number of times it is displayed, used as an early indicator of ad appeal.

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