1. Press Release
2011/11/10
Case Study
JulienSIMON – VP Engineering
CRITEO
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Communiqué–Mai 2011| Prepared by: NTT Communications/France
Copyright © 2011 NTT Europe Ltd

2. CRITEO based on NTT Communications to conquer the Asian
market !
With 400 employees and an estimated turnover of $ 200 million for 2011, Criteo is one of the startups
that experienced the greatest expansion in the last three years. Since the launch of its personalized
retargeting system, it is the inventor, Criteo has seen the number of its clients and partners grow
exponentially. The company now has 1,200 customers in 20 countries, including Price Minister, Ebay,
Sears and Zappos.
Criteo has expanded its activities in Europe and the United States, where the company headquarters
was moved two years ago. The year 2011 marks the implementation of Criteo the Asian market, with
a first data center in Japan.
To ensure the performance of this new platform, Criteo has chosen NTT infrastructure. Julian Simon,
VP Engineering, explains the challenges of this new market and the reasons for the choice of NTT.
The power infrastructure combined with the intelligence of algorithms
Creator of the system retargeting personalized, Criteo constantly refines its algorithms to provide the
most relevant and effective for advertisers and users. If the principle of retargeting is simple - when a
user visits a site partner Criteo, banners tailored to its previous sailing it displayed - its implementation
requires enormous computing power. Criteo not only to always display a banner, it calculates the
probability that the user clicks on that banner, decide whether the purchase of the space is profitable
or not, and defines which banner is best suited according to the navigation of the Internet, the key
words typed and the pages visited products ....
Every day, the process of prediction and recommendation done billions of times, and generates
millions of qualified clicks. It only takes a few milliseconds to Criteo to create a custom banner.
"We are in a trade of immediacy, says Julian Simon. A banner that appears too slowly, it lost one click.
"To ensure the best performance, Criteo installs its computing platforms in data centers closer to
customers and partners. Each new territory requires precise study of the geographical location of
customers and Internet sites.
To ensure the performance of its solution, Criteo implements architectures with minimal latency and
good capillary network, to manage the international aspects and maintain excellent performance to
the end customer, the Internet. An R & D team is dedicated to optimizing system performance. From
its five data centers around the world, Criteo treats more than 100,000 queries per second and
analyzes daily terabytes of data.
Japan: a promising new market but complex
In Japan, e-commerce is highly developed, and mobile commerce. But the choice of partner is not
easy when a company has no representation on-site technical. Criteo therefore turned to the NTT
team in France to manage the installation of its technical platform. The deployment was fast and the
strength of the solution was immediately put to the test.
The installation of the new Criteo's platform technology in the NTT's datacenter of Tokyo has in fact
completed a few days in advance, exactly the day before the earthquake in Fukushima in March.
But despite the magnitude of the disaster, no break was found, either in terms of network connectivity
or power. "We were very impressed with the responsiveness of NTT. Field teams have kept us
informed very quickly, with a professionalism that we have never experienced before, "says Julian
Simon.
The choice of a permanent partner
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Témoignage client | Prepared by: NTT Communications/France
Copyright © 2011 NTT Europe Ltd 2

3. When selecting the criteria for Criteo are all based on the quality of the infrastructure of the teams.
"The choice of a data center engages you in several years, said Julian Simon. A change of partners
involved moving both complicated, risky and costly, both make the right choice from the start. "
Criteo appreciates the trust that was developed in the early exchanges with NTT. The reputation of
the provider had preceded him, but Criteo could judge the seriousness of the responses and
engagement capabilities of NTT. Criteo also plans to make this deployment by NTT level of
excellence to be achieved for future global deployments (model of excellence in engineering, project
management and incident management).
Last criterion, and not least the ability to NTT scalability. Given the success of Criteo and the ongoing
evolution of its offer, it is difficult to predict what will be needed in 12 months. With its R & D culture
strongly marked, Criteo also admits to sometimes demands "exotic" that NTT was able to respond.
To meet the needs of Criteo, NTT has developed:
• The accommodation capacity of the technical platform Asian Criteo in Tier-4 data center of
Otemachi in Tokyo
• A private link of 50 Mb / s between NTT Data Center in Tokyo and the technical platform of Criteo in
Paris
• A private link of 100 Mb / s between NTT Data Center in Tokyo and the technical platform of Criteo
California
• More than 300 Mb / s Internet bandwidth guarantee in the Data Center NTT, Tokyo
This successful project associated with the technical capabilities of NTT in Asia (data center-class
trading floor in many key cities such as Singapore, Hong Kong, Shanghai, Beijing) Criteo opens
interesting perspectives for its development in Asia.
Olivier Micheli, Managing Director of NTT Europe, France is proud to count among its clients Criteo:
"The success of Criteo is remarkable and we are happy to support them in their conquest of territory
in Asia. "
Jun Akanuma, VP Data Center: "We are pleased to have contributed to the expansion of Criteo in
Asia and we will put the power of NTT in the service of this rapid expansion! "
Julian Simon, VP of Engineering Criteo concludes: "The technical performance of our solution is key
to the success of our company and we are confident that the infrastructure of NTT effectively
accompany our development."
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Témoignage client | Prepared by: NTT Communications/France
Copyright © 2011 NTT Europe Ltd 3

4. About Criteo
Criteo expands the search budgets of the largest ecommerce advertisers across 20 countries. Every
day Criteo generates millions of high-quality leads by serving relevant ads to people who have left
clients’ websites without completing transactions. Criteo is measured purely on its post-click
performance. Criteo offers a turnkey pay-per-click model including extensive real-time bidding tools,
keyword level optimization and even an in-house creative studio. For more information, please visit
http://www.criteo.com/us
About NTT Communications Corporation
NTT Communications provides a broad range of global networks, management solutions and IT services to
customers worldwide. The company is renowned for reliable, high-quality security, hosting, voice, data and
IP services, as well as expertise in managed networks and leadership in IPv6 transit technology. NTT
Communications' extensive infrastructure includes Arcstar™ Global IP-VPN and Global e-VLAN, as well as
a Tier-1 IP backbone reaching more than 150 countries in partnership with major Internet service providers,
and secure data centres in Asia, North America and Europe. NTT Communications is the wholly-owned
subsidiary of Nippon Telegraph and Telephone Corporation, one of the world's largest telecoms with
listings on the Tokyo, London and New York stock exchanges. Please visit www.ntt.com/index-e.html
About NTT Europe
NTT Europe is a wholly-owned subsidiary company of NTT Communications which is the global data and
IP services arm of the Fortune Global 500 telecom leader, Nippon Telegraph & Telephone Corporation
(NTT). NTT Europe is responsible for business in the EMEA market and provides a world-class Tier-1
Internet backbone, secure closed networks, security, system integration, network and application
management, managed hosting and global content delivery services with partner companies globally. For
additional information, pleasevisitwww.eu.ntt.com.
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Témoignage client | Prepared by: NTT Communications/France
Copyright © 2011 NTT Europe Ltd 4