Criteo Pricing: No Rate Card, but a Documented Fee Structure

No rate card. But there is a published structure, and most buyers miss it

Searching "criteo pricing" gets you estimates from review aggregators and nothing from Criteo. The navigation has no pricing entry. Every route ends at Contact Sales.

The useful document is somewhere else entirely: Criteo's Specific Terms of Service for the Commerce Max service, published on criteo.com. It carries no rates — those live in your Order Form — but it lays out exactly what you will be charged for, and that is more actionable than a guessed percentage.

Two definitions from that document are worth internalising before any sales call. Working Media Spend is the media cost payable to retailers or open internet publishers for their inventory. And the Criteo Service Fees — the DSP Fee, and the Managed Service Fee where it applies — are both calculated as a percentage of that working media spend.

Four fees, all tied to working media spend

Rates live in your Order Form, not on the website. But the current Commerce Max terms — the version dated May 2026 — name every charge type you can be billed for, and that is the part worth reading before a sales call.

Everything is calculated against working media spend, which the terms define as the media cost payable to retailers or open internet publishers for their inventory. That is the denominator for the two main fees, so pin down what it includes before you compare a Criteo rate to anyone else's.

There are four charge types, per Criteo's own terms:

• Demand Side Platform Fee — for using the platform to create, manage, optimise and report on campaigns. A percentage of working media spend.
• Managed Service Fee — payable in addition to the DSP Fee for campaign management services. The terms are explicit that it applies only to campaigns where you use Criteo's managed service, and not in self-service mode.
• Retailer Audience Data Fee — for off-site ads using a retailer's audiences. The retailer decides this cost, applied per campaign either as a flat CPM or as a fixed percentage of impression cost capped at a CPM rate. The terms note the retailer chooses which, and that it can vary over time.
• Third-Party Technology Fees — charged on a fixed CPM basis, or a percentage of impression cost capped at a CPM, if a third-party solution is used in off-site setup.

Professional services such as impact studies or setup are invoiced separately as an agreed flat fee.

Two lines worth noting alongside the fees. The terms state Criteo does not guarantee to meet the budget configured in the platform or any other target, which is standard language but worth knowing if you pace to a monthly number. And termination is genuinely clean: either party may terminate at any time without penalty on five business days' notice, with the notice period invoiced. That is a more flexible exit than much of this category offers, and it is to their credit.

None of this is hidden — it is published. It is just not on the page most buyers read, and these documents get revised, so open the current version rather than a summary of an older one.

"Criteo pricing" is really five questions

Criteo sells several distinct products and they are bought by different people. Asking what Criteo costs without naming one produces a useless answer.

• Commerce Max — retail media on the open internet, for brands and agencies. This is the product the terms above govern.
• Commerce Growth — automated acquisition and retention for marketers and agencies.
• Criteo GO — self-service performance advertising.
• Commerce Grid — for media owners, agencies and retailers connecting media and commerce.
• Commerce Yield — for retailers and marketplaces monetising their own digital assets.

Only one of those competes with a managed Amazon DSP engagement. If a comparison document puts "Criteo" in a column without saying which product, it is not a comparison.

The undisclosed point is where the money is

Because Criteo's rates live in the Order Form rather than on the site, the entire negotiation is about percentages you cannot benchmark publicly. Take that seriously.

A brand putting $100,000 a month through a platform is exposed to $12,000 a year for every single percentage point of fee. One point. Two points is a full-time salary. That is why the fixed items on a quote deserve less scrutiny than the variable ones, and why the questions below are worth more than a discount.

• What is the DSP Fee percentage, and what does it step down to at higher spend?
• Is the Managed Service Fee on top, and what does it cover that self-service does not?
• Which retailers' audience data will we actually use, and what does each of them charge?
• Are any third-party technology fees expected in our off-site setup?
• What proportion of a stated budget typically reaches working media?

Criteo and Amazon DSP are not the same buy

This matters more than the pricing. Criteo's strength is retail media across the open internet and across many retailers. Amazon DSP's strength is Amazon's own shopping signal and inventory, plus off-Amazon reach tied back to Amazon purchases. If most of your demand originates and converts on Amazon, those are different buys with different evidence behind them.

reMKTR runs Amazon DSP as a managed service, on our own seats. We are part of the Full Circle group — a full-service Amazon management company with $500M+ in managed spend across 100+ brands — and we hold 109 live Amazon DSP advertiser seats.

Across 30 of those advertisers in July 2026 the portfolio returned 6.04x on ad spend, measured across the whole book rather than pulled from the best campaign: 78.4 million impressions, a $4.00 CPM, a blended $1.42 CPC, $5.49 cost per acquisition on 57,137 attributed purchases, 20.1% of them new to the brand.

We charge a percentage of media spend, like Criteo does, and we say what it is. What we will not do is report a last-click number and call it proof. Last-click attribution cannot prove incrementality and never could. Holdouts and matched controls can. We reconcile in Amazon Marketing Cloud, where DSP and sponsored ads stop double-counting each other.

If you would rather own the capability than rent the service, Dr. DSP is the same capability sold as a product. If the constraint is wider than media — catalogue, listings, supply chain — Full Circle is the parent company and handles the whole account.

Who Criteo genuinely suits

Criteo is a serious, long-established retail media business and there are readers who belong there rather than with us.

If you sell through many retailers and need retail media running across all of them on the open internet, Criteo's breadth is the point and no Amazon-only service replaces it. If you are a retailer or marketplace monetising your own inventory, Commerce Yield is a different category of product entirely and we do not compete with it. And if you want self-service control with the Managed Service Fee switched off, their terms explicitly support that.

Where it fits poorly: a brand whose revenue is overwhelmingly Amazon, where the honest question is whether display drove incremental orders on Amazon. That question is answered in Amazon Marketing Cloud, against Amazon's own data.