Adtech

Criteo Plants a Deeper Flag in Southeast Asia With Tyroo

Criteo has entered a strategic reseller partnership with Tyroo Technologies to widen access to its performance media solutions for advertisers in three Southeast Asian markets: Thailand, Malaysia, and the Philippines. The deal deepens Criteo's local footprint just as commerce accelerates across the region.

Under the agreement, Tyroo will promote Criteo's performance media solutions across the three markets, strengthening Criteo's local presence and its support for advertisers looking to grow their AI-assisted commerce strategies.

Local Reach Meets Global Commerce Tech

The partnership forms part of Criteo's continued investment in Southeast Asia. Through Tyroo's regional presence, local teams, and market knowledge, advertisers will get more direct access to Criteo's commerce intelligence platform and its performance media capabilities. Criteo said the tie-up will help advertisers reach high-intent audiences more effectively across channels and support full-funnel campaign outcomes, reflecting its approach of working with established regional partners to power market expansion and advertiser relationships.

• Coverage extends to three new markets — Thailand, Malaysia, and the Philippines.
• Tyroo becomes a strategic reseller, promoting Criteo's performance media solutions locally.
• Advertisers gain more direct access to Criteo's commerce intelligence platform.
• The aim: reach high-intent audiences across channels and drive full-funnel outcomes.

We are delighted to announce our partnership with Tyroo in our efforts to grow and expand our coverage in Thailand, Malaysia and the Philippines, making a real difference in AI-assisted commerce campaign activation. — Sukesh Singh, Managing Director, SEA, Criteo

Singh added that as commerce continues to grow across Southeast Asia, he is confident the partnership will help advertisers in these markets reach high-intent audiences more effectively across channels and drive full-funnel outcomes through Criteo's commerce intelligence platform.

Building on a Partnership That Started in India

The two companies are not strangers. Criteo has worked with Tyroo in India since 2021, and extending the relationship into Thailand, Malaysia, and the Philippines marks the next stage of the partnership — laying a foundation for Criteo's wider regional growth.

At Tyroo, we've always believed that global innovation delivers its greatest impact when combined with deep regional expertise. We're excited to extend this collaboration with Criteo into Southeast Asia using our local teams and infrastructures to help advertisers and global brands unlock the full potential of Criteo's commerce intelligence across Southeast Asia's dynamic digital economy. — Bharat Arora, Country Head, India, Tyroo

Why Marketers Should Pay Attention

For advertisers in Thailand, Malaysia, and the Philippines, the value is faster, better-supported access to a global commerce intelligence platform through a partner that already knows the ground — the combination of Criteo's AI-assisted media and Tyroo's local teams is designed to turn cross-channel, high-intent reach into full-funnel results without the friction of navigating an unfamiliar market alone.

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Background: Criteo and Tyroo

Criteo is a commerce media company whose commerce intelligence platform and performance media solutions help advertisers reach high-intent audiences across channels. Tyroo Technologies is a regional technology partner with local teams and infrastructure across Asia, specialising in helping global brands and platforms scale in the region's fast-moving digital markets. The two firms have collaborated in India since 2021, and are now extending that work into Southeast Asia to help advertisers make better use of commerce intelligence, AI-assisted media, and regional market expertise.