Presentation Alexander Firmino, Managing Director Latin America @ Crieto

1. Using Cross-Device Data to Avoid
Alternative Facts
Shobha Nikam
Director, Analytics, Insights & Data Science

2. State Cross Device Commerce: Report Highlights
Over 3,300 online
retail businesses
globally
1.7 billion transactions
per year
across desktop,
smartphone and tablet
devices
$720 billion
in annual sales

3. Path to Purchase
The real-world digital
path to purchase begs
for recognition of a
real-world view
DEVICE-CENTRIC VIEW USER-CENTRIC VIEW

4. Cross-Device Share of e-Commerce Transactions by Device
All devices benefit
from a cross device
Path to Purchase
Source: Criteo dataset Q4 2016, US, all categories, excluding apps
*Transactions that involved two or more devices from first visit on the retailer’s website up to purchase given a 30-day period
31%36%28%
SMARTPHONE TABLET DESKTOP
% OF TRANSACTIONS INVOLVING TWO OR MORE DEVICES
% OF TRANSACTIONS INVOLVING ONLY ONE DEVICE

5. US Cross-Device Mobile Share of Retail eCommerce
Transactions by Subvertical, Q4 2016
HOME
SPORTING GOODS
HEALTH & BEAUTY
FASHION
MASS MERCHANTS
All retail sectors
benefit from a cross
device Path to
Purchase
Source: Criteo dataset Q4 2016, US, all categories, excluding apps
38%
31%
29%
24%
23%
AVERAGESHARE

6. All countries benefit
from a cross device
Path to Purchase
Conversion Rate by Country
Device-Centric vs. User-Centric Analysis
0%
JAPAN
GERMANY
AUSTRALIA
NETHERLANDS
UNITED KINGDOM
UNITED STATES
RUSSIA
SOUTH KOREA
FRANCE
ITALY
BRAZIL
SPAIN
Source: Criteo dataset Q4 2016, all categories, excluding apps
Definition: Conversion rate = share of product page visitors who made a purchase
USER-CENTRIC
VIEW
DEVICE-CENTRIC
VIEW
15%
11%
11%
8%
10%
7%
10%
6%
9%
6%
9%
6%
9%
4%
7%
6%
7%
5%
7%
4%
6%
4%
6%
3%
1.3x
1.4x
1.4x
1.6x
1.4x
1.4x
1.9x
1.3x
1.4x
1.6x
1.5x
1.6x

7. Shared vs. Exclusive
cookie pool analysis
gives a distorted
impression of the
Criteo cross device
benefit…
Source: Criteo dataset shown for 124 LATAM clients that have Cross Device on, events pulled
from April 1, 2016 through April 30, 2016.
COOKIE POOL ON CROSS DEVICE CLIENTS
Shared
Exclusive
42%58%

8. Understanding the
exponential power of
the value exchange:
• Other Criteo advertisers
• Other Criteo products
• Other Criteo partners
• Over longer periods of time
Value contributed
Value received The identity data of the
participating sharers
Your Identity Data
(e.g. MD5, SHA256)
Every client is empowered by the
favorable exchange!

9. No client’s sharing represents more than
8% of the client-sourced total pool!
All Users in Matching Pool
Typical
Largest
Client
*Criteo analysis of 5.4M users; data sourced from the US market on Jan 27, 2017

10. 10 | STATE OF CROSS-DEVICE COMMERCE H2 2016
Cross-device is here to stay
Again this year, about one-third of online retail
transactions involved two or more devices.
Old models fall short
Retailers using conventional device-focused
analytics do so at their peril, undervaluing
consumer engagement and missing the
opportunity to optimize advertising spend.
No vertical is exempt
Cross-device buying is the new norm across all
retail categories.
Forget “browse on smartphone, buy on
desktop”
As smartphones extend their role from browsing
to purchasing, retailers must ensure the user
experience is consistent, synchronized and
seamless not only for mobile, but across all
devices and platforms.
Key Findings

11. Reach Out
• Evaluate the low-hanging fruit: do you have an internal X-D solution or
relationships with vendors that can run X-D analysis for you?
Where To
Go From
Here? Do the Math
• Pull data for your specific user-base to understand the path-to-
purchase across devices
• Determine which data points you’d most want translated into people-
based metrics
Integrate
• Consider which systems need to ingest X-D information to power
improved insights? Web analytics? Sales attribution? Ad tracking? Your
DMP / Data Warehouse?
Re-orient
• Move to a user-centric paradigm across all aspects of e-commerce

12. Q&A

13. Gracias