Core Insights - Google is significantly increasing its investment in retail media through a partnership with Criteo, which has a network of over 200 global retailers [3][5] - The collaboration focuses on onsite advertising, specifically sponsored product and search ads on retailers' owned media assets [3][4] - This partnership aims to enhance demand generation through Google Search Ads 360, potentially attracting a broader range of advertisers [4][7] Retail Media Landscape - Onsite advertising remains the primary offering in retail media, despite the segment's expansion into offsite and in-store channels [4] - Retail media spending has primarily come from consumer packaged goods, but there is a growing interest from nonendemic advertisers [4] - Google, while the largest digital ad platform with $54.2 billion from search in Q2, has not been a dominant player in retail media until now [5][6] Competitive Dynamics - Amazon is a major competitor in the retail media space, generating approximately $15.7 billion from advertising in Q2, which positions it uniquely in the market [6] - The partnership with Criteo is Google's first focused on onsite retail media, entering a beta test in the Americas with plans for global scaling [7] - Google and Criteo aim to provide unified measurement for retailers to demonstrate incremental impact for advertisers, addressing the dominance of a few players in the retail media category [7]