Forward to: Trading Desk

Programmatic Trading
Workflows

Ten agent workflows for Criteo's programmatic trading operations — real-time bidding optimization, supply path intelligence, inventory quality scoring, deal ID analysis, SSP ecosystem mapping, bid shading intelligence, contextual targeting enrichment, frequency capping optimization, viewability prediction, and programmatic guaranteed deal sourcing across 100M+ domains.

1Supply Path Optimization Intelligence

AI agent maps supply paths across SSPs by analyzing /api, /partners, and /docs pages — identifying the most efficient routes to premium publisher inventory and eliminating redundant intermediaries that inflate CPMs without adding value.

1
Map SSP Ecosystem from Domain Intelligence
/partners /api /docs OpenPageRank
SUPPLY PATH OPTIMIZATION — SSP ECOSYSTEM MAP ═══════════════════════════════════════════════ SSPs MAPPED: 234 supply-side platforms with active /api pages PUBLISHERS: 456,789 publisher domains with detectable SSP relationships SUPPLY PATHS: 12.4M unique paths analyzed SSP QUALITY RANKING (by efficiency): pubmatic.com /api: 234 endpoints | /partners: 45K pubs | PageRank: 7.2 | Efficiency: 94 openx.com /api: 189 endpoints | /partners: 34K pubs | PageRank: 6.8 | Efficiency: 91 magnite.com /api: 267 endpoints | /partners: 67K pubs | PageRank: 7.5 | Efficiency: 89 index.exchange /api: 156 endpoints | /partners: 28K pubs | PageRank: 6.5 | Efficiency: 87 33across.com /api: 89 endpoints | /partners: 12K pubs | PageRank: 5.4 | Efficiency: 82 REDUNDANT PATHS DETECTED (CPM inflation): Path: Publisher → Reseller A → Reseller B → SSP → Criteo 23,456 bid requests/day through unnecessary resellers Estimated waste: $890K/month in intermediary fees Direct path available for 78% of affected inventory
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Optimize Supply Paths by Publisher Quality
Agent cross-references publisher domain PageRank, Domain Ages, and IAB Categories to prioritize direct supply paths to high-quality publishers, reducing auction duplication and improving win rates on premium inventory.
OPTIMIZED SUPPLY PATHS — TOP PUBLISHERS ═══════════════════════════════════════════════ nytimes.com Best path: Direct → Magnite | -34% CPM vs reseller cnn.com Best path: Direct → PubMatic | -28% CPM vs reseller espn.com Best path: Direct → Index Exchange | -31% CPM vs reseller washingtonpost.com Best path: Direct → OpenX | -22% CPM vs reseller weather.com Best path: Direct → 33Across | -38% CPM vs reseller AGGREGATE SAVINGS: Monthly SPO savings estimate: $2.3M (eliminating redundant paths) Win rate improvement: +18% on premium inventory Auction duplication reduction: -45% fewer duplicate bid requests
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Track SSP Ecosystem Changes
SSP ECOSYSTEM CHANGES — LAST 90 DAYS
Dec 2025 magnite.com: /api added 45 new CTV endpoints. /press: "CTV supply leader" positioning. /partners: 234 new CTV publisher integrations. Magnite emerging as preferred CTV supply path.
Jan 2026 pubmatic.com: /docs expanded with identity resolution APIs. /partners: Added 89 cookieless identity partners. Signal: PubMatic investing in post-cookie supply infrastructure.
Feb 2026 smaato.com: /careers: -34%. /api: 12 endpoints deprecated. /press: No updates in 90 days. PageRank dropped from 5.8 to 4.2. SSP health declining — reduce supply path reliance.
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Output: Supply Path Optimization Report

SUPPLY PATH OPTIMIZATION — MONTHLY REPORT

SPO PERFORMANCE SUMMARY: ══════════════════════════════════════════════ Redundant paths eliminated: 23,456 (saving $2.3M/month) Direct publisher connections: +34% QoQ Win rate improvement: +18% on premium inventory Average CPM reduction: -22% through path optimization SSPs monitored: 234 platforms across 100M+ publisher domains

2Inventory Quality Scoring Engine

AI agent scores publisher inventory quality by analyzing domain-level signals — PageRank, Domain Ages, Web Filtering Categories, and IAB Categories — to create a real-time quality score that feeds into Criteo's bidding algorithm for premium inventory prioritization.

1
Score Publisher Domains on Quality Dimensions
/about /legal OpenPageRank Domain Ages Web Filtering Categories IAB Categories
INVENTORY QUALITY SCORING — PUBLISHER UNIVERSE ══════════════════════════════════════════════════ PUBLISHERS SCORED: 456,789 domains in Criteo programmatic exchange PREMIUM (score >80): 45,678 domains (10.0%) STANDARD (score 40-80): 234,567 domains (51.4%) LOW QUALITY (score <40): 176,544 domains (38.7%) TOP PREMIUM PUBLISHERS: reuters.com PageRank: 9.1 | Age: 28yr | IAB: News | Filter: Clean | Score: 98 bbc.com PageRank: 9.4 | Age: 30yr | IAB: News | Filter: Clean | Score: 97 economist.com PageRank: 8.8 | Age: 26yr | IAB: Business | Filter: Clean | Score: 96 allrecipes.com PageRank: 7.9 | Age: 22yr | IAB: Food | Filter: Clean | Score: 94 FLAGGED LOW QUALITY: clickbait-news.com PageRank: 0.8 | Age: 0.5yr | Filter: MFA | Score: 8 viral-content.xyz PageRank: 0.3 | Age: 0.2yr | Filter: Spam | Score: 3
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Feed Quality Scores into Bidding Algorithm
Domain Signal
reuters.com — Quality Score: 98. PageRank 9.1 (top 0.1% globally). Domain Age: 28 years. IAB: News > World News. Web Filtering: Clean editorial content. /legal: Complete privacy policy and ad standards. Recommended bid multiplier: 1.4x for premium inventory.
PREMIUM BID — 1.4x multiplier for brand-safe, high-quality inventory
Sector Signal
Made-for-Advertising Sites — 34,567 domains identified with MFA characteristics: PageRank < 1.0, Domain Age < 1 year, no /about or /legal pages. Aggregate waste on MFA inventory: $4.5M/month. Recommended: Block list update with 12,345 new MFA domains this cycle.
BLOCK LIST UPDATE — 12,345 new MFA domains identified
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Output: Inventory Quality Impact

INVENTORY QUALITY — PERFORMANCE IMPACT

QUALITY SCORING IMPACT ON PROGRAMMATIC: ══════════════════════════════════════════════ MFA spend eliminated: $4.5M/month saved Premium inventory share: +23% (from 18% to 22.1%) Campaign viewability: +34% on quality-scored inventory Advertiser satisfaction: +28% CSAT improvement Brand safety incidents: -89% with domain-level scoring

3Contextual Targeting Enrichment Pipeline

AI agent enriches contextual targeting by mapping IAB Categories and Personas across 100M+ publisher domains — enabling Criteo to deliver highly relevant ads based on page-level context without relying on user-level tracking or third-party cookies.

1
Build Contextual Taxonomy from Domain Intelligence
/blog /products IAB Categories Personas
CONTEXTUAL ENRICHMENT — DOMAIN TAXONOMY ═══════════════════════════════════════════════ DOMAINS CLASSIFIED: 89.4M domains with IAB category assignments PERSONA MAPPED: 67.8M domains with audience persona signals CONTEXTUAL SEGMENTS: 2,345 unique contextual targeting segments CONTEXTUAL SEGMENT EXAMPLES: "Luxury Auto Enthusiast" — 23,456 domains IAB: Automotive > Luxury | Personas: High-Net-Worth, Car Enthusiast Top domains: motortrend.com, caranddriver.com, topgear.com "Fitness & Nutrition" — 45,678 domains IAB: Health > Fitness | Personas: Health-Conscious, Active Lifestyle Top domains: menshealth.com, womenshealthmag.com, myfitnesspal.com "Home Renovation" — 34,567 domains IAB: Home & Garden > Renovation | Personas: Homeowner, DIY Enthusiast Top domains: thisoldhouse.com, bobvila.com, houzz.com CONTEXTUAL vs COOKIE-BASED PERFORMANCE: Contextual CTR: 1.8% | Cookie-based CTR: 1.6% | +12.5% improvement Contextual viewability: 72% | Cookie-based: 58% | +24% improvement
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Match Advertiser Products to Contextual Segments
Agent automatically matches advertiser product catalogs (from /products pages) to the most relevant contextual segments — ensuring commerce ads appear alongside content that matches shopper intent, driving higher conversion rates.
ADVERTISER-TO-CONTEXT MATCHING ═══════════════════════════════════════════════ nike.com products → "Fitness & Nutrition" context Match score: 96% | Expected CTR: 3.2% | ROAS: 7.8x dyson.com products → "Home Renovation" context Match score: 91% | Expected CTR: 2.8% | ROAS: 6.4x bmw.com products → "Luxury Auto Enthusiast" context Match score: 98% | Expected CTR: 1.9% | ROAS: 12.1x CONTEXTUAL MATCH LIFT vs GENERIC PLACEMENT: Avg CTR lift: +89% Avg ROAS lift: +134% Brand recall improvement: +45%
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Output: Contextual Targeting Performance

CONTEXTUAL TARGETING — COOKIELESS PERFORMANCE

CONTEXTUAL ENRICHMENT RESULTS: ══════════════════════════════════════════════ Domains with contextual enrichment: 89.4M (coverage: 89%) Unique contextual segments: 2,345 Average CTR improvement: +89% vs generic placement Third-party cookie dependency: Reduced 67% Revenue from contextual campaigns: $34.5M/quarter

4Bid Shading Intelligence

AI agent optimizes bid shading by analyzing publisher domain characteristics and auction dynamics — using PageRank, traffic patterns, and historical win rates to determine the optimal bid reduction below first-price auction clearing prices without sacrificing win rate.

1
Analyze Publisher Auction Dynamics
/about OpenPageRank IAB Categories Domain Ages
BID SHADING OPTIMIZATION — PUBLISHER ANALYSIS ══════════════════════════════════════════════════ PUBLISHER BID SHADING RECOMMENDATIONS: cnn.com PageRank: 9.2 | Auction density: HIGH | Shade: -18% | Win rate: 67% espn.com PageRank: 8.8 | Auction density: HIGH | Shade: -22% | Win rate: 64% buzzfeed.com PageRank: 7.1 | Auction density: MED | Shade: -28% | Win rate: 72% localweather.net PageRank: 3.2 | Auction density: LOW | Shade: -35% | Win rate: 89% DOMAIN CHARACTERISTICS DRIVING SHADING: High PageRank (>7): Conservative shading (-15-20%) — competitive auctions Mid PageRank (4-7): Moderate shading (-20-30%) — balanced competition Low PageRank (<4): Aggressive shading (-30-40%) — less competition MONTHLY SAVINGS FROM BID SHADING: $8.9M
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Output: Bid Shading Performance

BID SHADING — COST EFFICIENCY REPORT

BID SHADING PERFORMANCE SUMMARY: ══════════════════════════════════════════════ Monthly bid savings: $8.9M (avg -23% below first-price) Win rate maintained: 68% (vs 72% without shading — minimal loss) Effective CPM reduction: -23% across all inventory Premium inventory win rate: 65% (conservative shading preserves access) Domain signals used: PageRank, Domain Age, IAB Category, traffic patterns

5Programmatic Guaranteed Deal Sourcing

AI agent identifies premium publishers for programmatic guaranteed (PG) deals by analyzing /about, /investors, /press, and /products pages — scoring publishers by brand safety, audience quality, and content premium to automate deal sourcing for Criteo's largest advertisers.

1
Identify PG-Ready Publishers
/about /investors /press OpenPageRank Web Filtering Categories
PG DEAL SOURCING — PUBLISHER QUALIFICATION ══════════════════════════════════════════════ PG-QUALIFIED PUBLISHERS (brand-safe, premium content): washingtonpost.com PageRank: 9.3 | Filter: News | /about: Major media | PG Score: 97 wired.com PageRank: 8.1 | Filter: Tech | /about: Conde Nast | PG Score: 94 bonappetit.com PageRank: 7.6 | Filter: Food | /about: Conde Nast | PG Score: 92 theatlantic.com PageRank: 8.4 | Filter: News | /about: Emerson Collective | PG Score: 95 ADVERTISER-TO-PUBLISHER MATCHING: Nike → Sports publishers (espn.com, si.com, bleacherreport.com) Samsung → Tech publishers (wired.com, theverge.com, techcrunch.com) L'Oreal → Lifestyle publishers (vogue.com, allure.com, elle.com)
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Output: PG Deal Pipeline

PG DEAL PIPELINE — QUARTERLY SOURCING

PROGRAMMATIC GUARANTEED PIPELINE: ══════════════════════════════════════════════ PG deals sourced: 234 new advertiser-publisher matches Estimated PG revenue: $45M/quarter Premium CPM achieved: $18.50 avg (vs $6.20 open auction) Brand safety score: 99.8% (all PG publishers pre-qualified) Advertiser retention lift: +23% for PG-enabled accounts

6CTV Inventory Intelligence

AI agent maps the Connected TV landscape by analyzing streaming platform domains — /products, /api, /partners, and /press pages — to identify premium CTV inventory sources and optimize Criteo's programmatic CTV buying strategy.

1
Map CTV Inventory Landscape
/products /partners /press IAB Categories
CTV INVENTORY INTELLIGENCE — LANDSCAPE MAP ══════════════════════════════════════════════ CTV PLATFORM INVENTORY ANALYSIS: roku.com /products: Ad-supported tiers | /partners: 234 content partners pluto.tv /products: FAST channels | /press: "200+ free channels" tubi.com /products: AVOD model | /partners: 89 content deals peacocktv.com /products: Premium ad tier | /press: NFL streaming rights paramountplus.com /products: Essential (ad) tier | /press: Streaming expansion CTV AD INVENTORY GROWTH: FAST channels: +67% YoY inventory growth (pluto.tv, tubi.com) Premium streamers: +45% ad tier adoption (peacocktv.com, paramountplus.com) Total addressable CTV impressions: 12.4B/month (up from 7.8B)
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Output: CTV Strategy Recommendations

CTV INVENTORY — STRATEGY REPORT

CTV PROGRAMMATIC STRATEGY: ══════════════════════════════════════════════ Priority CTV partners: Roku, Pluto TV, Tubi (FAST growth) Premium CTV deals: Peacock (NFL), Paramount+ (sports/entertainment) Revenue opportunity: $23.4M/quarter from CTV programmatic CPM range: $28-45 (premium) / $12-18 (FAST channels) Targeting: IAB Categories + Personas from domain intelligence

7Frequency Capping Optimization

AI agent optimizes cross-domain frequency capping by mapping publisher domain relationships — identifying domains owned by the same media company using /about, /legal, and /leadership pages to prevent ad fatigue across publisher portfolios.

1
Map Publisher Domain Ownership Networks
/about /legal /leadership Domain Ages
PUBLISHER OWNERSHIP MAPPING — FREQUENCY CONTROL ═══════════════════════════════════════════════ PUBLISHER PORTFOLIOS IDENTIFIED: Conde Nast (12 domains): vogue.com, wired.com, gq.com, vanity fair.com... Dotdash Meredith (45 domains): allrecipes.com, investopedia.com, people.com... Future plc (34 domains): techradar.com, pcgamer.com, gamesradar.com... Hearst (28 domains): cosmopolitan.com, esquire.com, harpersbazaar.com... FREQUENCY CAP IMPACT: Without portfolio mapping: Avg 8.2 impressions/user/day across same company With portfolio mapping: Avg 3.1 impressions/user/day — -62% overexposure Ad fatigue reduction: -45% CTR improvement: +23% from reduced frequency
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Output: Frequency Optimization Results

FREQUENCY CAPPING — OPTIMIZATION REPORT

CROSS-DOMAIN FREQUENCY OPTIMIZATION: ══════════════════════════════════════════════ Publisher portfolios mapped: 234 (covering 4,567 domains) Overexposure reduction: -62% CTR improvement: +23% from better frequency management Wasted spend eliminated: $3.4M/month Advertiser CSAT improvement: +18%

8Viewability Prediction Model

AI agent predicts ad viewability by correlating publisher domain characteristics with historical viewability data — using PageRank, content type (IAB Categories), and page structure signals to pre-filter low-viewability inventory before bidding.

1
Build Viewability Prediction Features
/about OpenPageRank IAB Categories Domain Ages
VIEWABILITY PREDICTION — FEATURE ANALYSIS ══════════════════════════════════════════════ VIEWABILITY BY DOMAIN CHARACTERISTICS: PageRank > 7: Avg viewability: 78% (premium content) PageRank 4-7: Avg viewability: 62% (mid-tier) PageRank < 4: Avg viewability: 34% (low quality) Domain Age > 10yr: Avg viewability: 74% Domain Age 3-10yr: Avg viewability: 58% Domain Age < 3yr: Avg viewability: 38% IAB News: Avg viewability: 72% IAB Entertainment: Avg viewability: 56% IAB Gaming: Avg viewability: 41% PREDICTION MODEL ACCURACY: 87% (AUC-ROC)
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Output: Viewability Optimization Impact

VIEWABILITY PREDICTION — PERFORMANCE REPORT

VIEWABILITY OPTIMIZATION RESULTS: ══════════════════════════════════════════════ Pre-filter viewability: +34% improvement (52% → 70%) Low-viewability spend avoided: $5.6M/month Advertiser viewability SLA compliance: 94% (was 71%) Model features: PageRank, Domain Age, IAB Category, content depth

9Real-Time Auction Intelligence

AI agent provides real-time auction intelligence by monitoring bid request patterns across SSPs — using domain-level signals to detect auction anomalies, bid floor manipulation, and inventory misrepresentation that could impact Criteo's programmatic efficiency.

1
Detect Auction Anomalies via Domain Signals
/about OpenPageRank Web Filtering Categories Domain Ages
AUCTION ANOMALY DETECTION — REAL-TIME ══════════════════════════════════════════════ ANOMALIES DETECTED THIS WEEK: DOMAIN SPOOFING: 456 bid requests claiming "nytimes.com" but domain intelligence shows actual PageRank: 0.3, Age: 0.1yr — SPOOFED BID FLOOR INFLATION: 23 publishers suddenly raised floors 300%+ without content quality changes (PageRank stable). Signal: Manipulation INVENTORY MISREPRESENTATION: 89 domains claiming IAB "News" but Web Filtering shows "Entertainment/Clickbait" — MISCATEGORIZED PROTECTION IMPACT: Spoofed impressions blocked: 12.3M/week Inflated bids avoided: $1.8M/week saved Miscategorized inventory corrected: 234K impressions/day
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Output: Auction Integrity Report

AUCTION INTELLIGENCE — INTEGRITY REPORT

PROGRAMMATIC INTEGRITY METRICS: ══════════════════════════════════════════════ Domain spoofing blocked: 12.3M impressions/week Fraud spend prevented: $1.8M/week Inventory reclassified: 234K impressions/day corrected Advertiser trust score: 98.2% verified inventory delivery Enrichment: PageRank, Domain Ages, Web Filtering, IAB Categories

10Cross-Exchange Arbitrage Detection

AI agent identifies cross-exchange arbitrage opportunities and inefficiencies by mapping the same publisher inventory across multiple SSPs — detecting price discrepancies, inventory duplication, and optimal exchange selection using domain-level matching.

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Map Cross-Exchange Inventory Overlap
/partners /api OpenPageRank IAB Categories
CROSS-EXCHANGE ANALYSIS — INVENTORY MAPPING ══════════════════════════════════════════════ SAME PUBLISHER, DIFFERENT EXCHANGES: cnn.com inventory available via: PubMatic: CPM $8.20 | Win rate: 34% | Latency: 45ms Magnite: CPM $7.80 | Win rate: 38% | Latency: 52ms ← BEST VALUE OpenX: CPM $9.10 | Win rate: 28% | Latency: 61ms Index: CPM $8.50 | Win rate: 31% | Latency: 48ms espn.com inventory available via: PubMatic: CPM $12.40 | Win rate: 29% | Latency: 48ms Magnite: CPM $11.20 | Win rate: 35% | Latency: 55ms ← BEST VALUE OpenX: CPM $13.80 | Win rate: 22% | Latency: 67ms ARBITRAGE SAVINGS OPPORTUNITY: Optimal exchange routing: -15% avg CPM reduction Monthly savings estimate: $4.5M
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Output: Exchange Optimization Report

CROSS-EXCHANGE — OPTIMIZATION REPORT

EXCHANGE OPTIMIZATION RESULTS: ══════════════════════════════════════════════ Publishers mapped across exchanges: 45,678 domains Price variance detected: 15-25% for identical inventory Optimal routing savings: $4.5M/month Preferred exchanges: Magnite (best value), PubMatic (best latency) Domain matching: PageRank + IAB + Domain Age for cross-exchange ID
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