Criteo is expanding its performance advertising footprint in Southeast Asia through a new reseller partnership with Tyroo Technologies, giving advertisers in Thailand, Malaysia and the Philippines greater local access to Criteo’s commerce intelligence and AI-powered media solutions.
Criteo is using regional partnerships to extend its advertising technology business across Southeast Asia, announcing a reseller agreement with Tyroo Technologies covering Thailand, Malaysia and the Philippines.
Under the arrangement, Tyroo will promote Criteo’s performance media solutions to advertisers in the three markets. The companies say the partnership will combine Criteo’s commerce intelligence technology with Tyroo’s regional teams, infrastructure and advertiser relationships.
The move extends a relationship that began in India in 2021. Rather than building an entirely new direct sales and support operation in each market, Criteo is working through an established ad tech partner with existing local relationships.
For advertisers, the change is primarily about access. Criteo already operates a broader commerce advertising platform covering customer acquisition, retargeting, audience activation, video and retail media. Its current Commerce Growth offering uses commerce signals and AI to identify high-intent audiences and optimize campaigns across stages of the shopper journey.
Criteo’s technology is increasingly positioned around commerce intelligence rather than conventional display retargeting alone. The company says its Commerce AI is trained using shopping behavior and a product dataset spanning billions of SKUs, with machine-learning models used for audience quality, creative performance and bidding decisions.
That distinction matters as Southeast Asia’s digital economy becomes more fragmented across ecommerce marketplaces, social commerce, video commerce and retail media. Google, Temasek and Bain & Company estimated that Southeast Asia’s digital economy would surpass $300 billion in gross merchandise value in 2025, with ecommerce alone projected at $185 billion. The same research found that video commerce was approaching a quarter of ecommerce GMV, highlighting how consumer discovery and purchasing are increasingly converging across media environments.
For advertisers, that environment creates a measurement and activation challenge. A consumer may discover a product through video, research it on a marketplace, encounter another advertisement elsewhere and ultimately purchase through a retailer or ecommerce platform. Performance platforms therefore increasingly compete on their ability to connect signals across the customer journey rather than optimize an individual advertising placement.
Criteo has been moving in that direction. Its recent product expansion includes GO, a self-service platform designed to let smaller and growth-stage commerce businesses launch cross-channel campaigns spanning display, video, native and social.
The company has also expanded into retail media and connected TV, demonstrating how its commerce-data proposition is being applied beyond traditional performance advertising. In 2025, Criteo and WPP Media announced an initiative connecting commerce signals with premium CTV inventory, while a 2026 partnership with Hyundai Department Store focused on AI-powered targeting and retail-media monetization.
Tyroo’s role gives that broader platform strategy a local distribution layer. Its teams can provide market-specific support while Criteo supplies the underlying advertising technology, audience capabilities and optimization infrastructure.
For enterprise advertisers, the partnership could simplify access to performance media capabilities without requiring every brand to build separate technology and operational relationships in each Southeast Asian market. However, adoption decisions will still depend on factors such as local inventory quality, audience scale, measurement compatibility, data governance and the ability to connect advertising outcomes to actual commerce results.
The expansion also reflects a wider direction in AdTech: global platforms are increasingly using regional partners to combine centralized AI and data infrastructure with local market expertise.
For Criteo, Thailand, Malaysia and the Philippines become another step in that regional expansion. For Tyroo, the partnership adds Criteo’s commerce intelligence capabilities to its local advertising technology portfolio. And for advertisers, the practical question will be whether those combined capabilities can turn increasingly fragmented Southeast Asian consumer signals into measurable performance.
Market Landscape
Southeast Asia is becoming an important testing ground for commerce media, performance advertising and AI-driven marketing technology. Google, Temasek and Bain & Company projected $185 billion in ecommerce GMV for 2025, while online media was projected to reach $34 billion. Advertising growth in online media was attributed in part to retail media networks, video commerce and AI-powered advertising formats.
The region’s diversity makes local execution particularly important. Thailand, Malaysia and the Philippines have distinct ecommerce ecosystems, consumer behaviors, media markets and advertiser requirements. That creates an opening for technology providers that can combine centralized AI infrastructure with regional expertise.
Criteo’s partnership approach follows that model while expanding its positioning from performance advertising toward broader commerce intelligence, retail media and cross-channel activation.
Top Insights
- Criteo is expanding its Southeast Asian performance advertising footprint through Tyroo, targeting advertisers across Thailand, Malaysia and the Philippines.
- The partnership combines Criteo’s commerce intelligence and AI-powered advertising technology with Tyroo’s regional infrastructure and advertiser relationships.
- Southeast Asia’s ecommerce economy is expanding rapidly, with 2025 ecommerce GMV projected at $185 billion amid growing video commerce adoption.
- Criteo’s broader platform strategy now spans performance media, retail media, audience activation, video and AI-powered campaign optimization.
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