{"id":1939,"date":"2026-07-23T20:40:26","date_gmt":"2026-07-23T18:40:26","guid":{"rendered":"https:\/\/mairateam.com\/?p=1939"},"modified":"2026-07-28T16:43:47","modified_gmt":"2026-07-28T14:43:47","slug":"criteo-2026-kdy-dava-smysl","status":"publish","type":"post","link":"https:\/\/mairateam.com\/cs\/criteo-2026-kdy-dava-smysl\/","title":{"rendered":"Criteo v roce 2026: kdy d\u00e1v\u00e1 smysl vedle PMax a Mety"},"content":{"rendered":"\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t\t<div class=\"text-primary-500 uppercase text-xl text-balance\">\n\t\t\t\tTL;DR\n\t\t\t<\/div>\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tT\u0159et\u00ed zdroj v\u00fdkonu, ne n\u00e1hrada PMax a&nbsp;Mety\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p>Criteo d\u00e1v\u00e1 v&nbsp;roce 2026 smysl pro e\u2011shopy s&nbsp;\u0161irok\u00fdm katalogem, spendem od zhruba 3&nbsp;000 EUR m\u011bs\u00ed\u010dn\u011b a&nbsp;pot\u0159ebou v\u00fdkonu mimo ekosyst\u00e9m Googlu a&nbsp;Mety. Nejsiln\u011bj\u0161\u00ed je v&nbsp;dynamick\u00e9m retargetingu, akvizici p\u0159es commerce data a&nbsp;v napojen\u00ed na retail media. Pro mal\u00e9 \u00fa\u010dty s&nbsp;\u00fazk\u00fdm katalogem je lep\u0161\u00ed konsolidovat rozpo\u010det do PMax a&nbsp;Advantage+.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\t\t\t\t<div class=\"component-article-stats not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"grid border-y border-secondary-500\/10 divide-y divide-secondary-500\/10\">\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>retailer\u016f a&nbsp;premium publisher\u016f v&nbsp;s\u00edti Criteo Commerce Max<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"1\" gsap-end=\"200+\" gsap-decimals=\"0\" gsap-suffix=\" %\">200+<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>minim\u00e1ln\u00ed smyslupln\u00fd m\u011bs\u00ed\u010dn\u00ed spend na Criteo<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"2\" gsap-end=\"3 000 EUR\" gsap-decimals=\"0\" gsap-suffix=\" %\">3 000 EUR<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>r\u016fst evropsk\u00fdch v\u00fddaj\u016f do retail media v&nbsp;roce 2024<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"3\" gsap-end=\"+21.1 %\" gsap-decimals=\"3\" gsap-suffix=\" %\">+21.1&nbsp;%<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"flex flex-col-reverse md:flex-row justify-between gap-y-2 gap-x-12 lg:gap-x-24 py-5\">\n\t\t\t\t\t\t\t\t\t<div class=\"flex items-center md:text-xl tracking-normal text-balance\">\n\t\t\t\t\t\t<div class=\"[&_strong]:font-bold [&_b]:font-bold\">\n\t\t\t\t\t\t\t<p>t\u00fddn\u016f, typick\u00e1 learning f\u00e1ze Criteo<\/p>\n\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sm:text-right text-5xl font-bold tabular-nums md:min-w-[12rem]\">\n\t\t\t\t\t\t\t\t\t\t\t\t<span gsap-animation=\"count-up\" gsap-start=\"1\" gsap-duration=\"4\" gsap-end=\"2-4\" gsap-decimals=\"0\" gsap-suffix=\" %\">2\u200a\u2013\u200a4<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Performance Max a Meta Advantage+ dnes pokr\u00fdvaj\u00ed v\u011bt\u0161inu v\u00fdkonnostn\u00edch rozpo\u010dt\u016f evropsk\u00fdch e-shop\u016f. Ot\u00e1zka proto nezn\u00ed \"Criteo, nebo Google a Meta\", ale \"co Criteo um\u00ed, co ty dva neum\u00ed\". Jako <a href=\"https:\/\/mairateam.com\/cs\/criteo\/\">Criteo Partner<\/a> spravujeme kampan\u011b nap\u0159\u00ed\u010d evropsk\u00fdmi trhy, mimo jin\u00e9 pro Knuspr ze skupiny Rohlik. Tento \u010dl\u00e1nek je rozhodovac\u00ed pr\u016fvodce postaven\u00fd na t\u00e9to praxi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Co je Criteo a jak funguje v roce 2026?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Criteo je commerce media platforma: nakupuje display a native inventory nap\u0159\u00ed\u010d otev\u0159en\u00fdm webem i retailery a c\u00edl\u00ed podle n\u00e1kupn\u00edch dat, ne podle demografie. Z\u00e1kladem je deep learning bidding nad produktov\u00fdm feedem a commerce datasetem, kter\u00fd Google ani Meta nevid\u00ed. Nejde u\u017e jen o retargetingov\u00fd n\u00e1stroj, jak ho \u0159ada market\u00e9r\u016f zn\u00e1 z let 2015 a\u017e 2020.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Criteo uv\u00e1d\u00ed, \u017ee jeho s\u00ed\u0165 pokr\u00fdv\u00e1 zhruba 2,5 miliardy nakupuj\u00edc\u00edch a komer\u010dn\u00ed transakce v hodnot\u011b p\u0159es 1 bilion USD ro\u010dn\u011b (Criteo, 2026). Platforma dnes stoj\u00ed na t\u0159ech pil\u00ed\u0159\u00edch:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Commerce Growth<\/strong>: v\u00fdkonnostn\u00ed kampan\u011b pro e-shopy (retargeting + akvizice nov\u00fdch z\u00e1kazn\u00edk\u016f) s automatizovan\u00fdm biddingem na c\u00edlov\u00e9 COS nebo CPO.<\/li>\n\n\n\n<li><strong>Commerce Max<\/strong>: demand-side platforma pro n\u00e1kup retail media inventory u v\u00edce ne\u017e 200 retailer\u016f a premium publisher\u016f.<\/li>\n\n\n\n<li><strong>Commerce Grid<\/strong>: supply-side platforma pro commerce inventory na otev\u0159en\u00e9m webu.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Pro b\u011b\u017en\u00fd e-shop je vstupn\u00ed branou Commerce Growth. Retail media vrstvu popisujeme detailn\u011b v \u010dl\u00e1nku Retail media v Evrop\u011b a CEE.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/mairateam.com\/wp-content\/uploads\/zlaavv.png\" alt=\"T\u0159i pil\u00ed\u0159e platformy Criteo: Commerce Growth, Commerce Max a Commerce Grid\" class=\"wp-image-1982\" srcset=\"https:\/\/mairateam.com\/wp-content\/uploads\/zlaavv.png 1600w, https:\/\/mairateam.com\/wp-content\/uploads\/zlaavv-300x169.png 300w, https:\/\/mairateam.com\/wp-content\/uploads\/zlaavv-1024x576.png 1024w, https:\/\/mairateam.com\/wp-content\/uploads\/zlaavv-768x432.png 768w, https:\/\/mairateam.com\/wp-content\/uploads\/zlaavv-1536x864.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Hledanost v\u00fdrazu criteo z\u016fst\u00e1v\u00e1 v Evrop\u011b stabiln\u00ed: 2 900 hled\u00e1n\u00ed m\u011bs\u00ed\u010dn\u011b v angli\u010dtin\u011b pro DACH a Nizozemsko, 1 900 v n\u011bm\u010din\u011b a 260 v \u010cesku (Google Keyword Planner, 07\/2026). Platforma tedy rozhodn\u011b nezmizela ze zva\u017eovan\u00fdch kan\u00e1l\u016f, jen se zm\u011bnila role, kterou v mixu hraje.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kdy d\u00e1v\u00e1 Criteo smysl vedle Performance Max a Advantage+?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Criteo d\u00e1v\u00e1 smysl, kdy\u017e pot\u0159ebujete t\u0159et\u00ed nez\u00e1visl\u00fd zdroj v\u00fdkonu: increment\u00e1ln\u00ed z\u00e1sah mimo Google a Metu, deterministick\u00e1 commerce data pro c\u00edlen\u00ed a dynamick\u00fd retargeting s hlub\u0161\u00edm produktov\u00fdm rozhodov\u00e1n\u00edm, ne\u017e nab\u00edz\u00ed PMax. Ned\u00e1v\u00e1 smysl jako n\u00e1hrada PMax nebo Advantage+, ale jako dopln\u011bk od ur\u010dit\u00e9 velikosti spendu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">T\u0159i platformy d\u011blaj\u00ed t\u0159i r\u016fzn\u00e9 v\u011bci:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Krit\u00e9rium<\/th><th>Criteo<\/th><th>Performance Max<\/th><th>Meta Advantage+<\/th><\/tr><\/thead><tbody><tr><td>Prim\u00e1rn\u00ed role<\/td><td>Retargeting + akvizice p\u0159es commerce data<\/td><td>Zachycen\u00ed existuj\u00edc\u00ed popt\u00e1vky (search, shopping)<\/td><td>Tvorba nov\u00e9 popt\u00e1vky ve feedu<\/td><\/tr><tr><td>Zdroj dat<\/td><td>Deterministick\u00e1 n\u00e1kupn\u00ed data z retailer s\u00edt\u011b<\/td><td>Google search intent + vlastn\u00ed sign\u00e1ly<\/td><td>Soci\u00e1ln\u00ed graf + engagement sign\u00e1ly<\/td><\/tr><tr><td>Inventory<\/td><td>Otev\u0159en\u00fd web, publishe\u0159i, retaile\u0159i<\/td><td>Search, Shopping, YouTube, Display, Gmail<\/td><td>Facebook, Instagram, Audience Network<\/td><\/tr><tr><td>Kontrola nad produktem<\/td><td>Vysok\u00e1 (produktov\u00e1 logika, feed pravidla)<\/td><td>N\u00edzk\u00e1 (black box asset groups)<\/td><td>St\u0159edn\u00ed (katalogov\u00e9 sady)<\/td><\/tr><tr><td>Typick\u00fd n\u00e1stup v\u00fdkonu<\/td><td>2 a\u017e 4 t\u00fddny u\u010den\u00ed<\/td><td>4 a\u017e 6 t\u00fddn\u016f u\u010den\u00ed<\/td><td>1 a\u017e 3 t\u00fddny u\u010den\u00ed<\/td><\/tr><tr><td>Minim\u00e1ln\u00ed smyslupln\u00fd spend<\/td><td>cca 3 000 EUR\/m\u011bs.<\/td><td>od stovek EUR\/m\u011bs.<\/td><td>od stovek EUR\/m\u011bs.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Praktick\u00e9 pravidlo z na\u0161ich kampan\u00ed: dokud PMax a Advantage+ nenaraz\u00ed na strop efektivity (rostouc\u00ed CPA p\u0159i navy\u0161ov\u00e1n\u00ed rozpo\u010dtu), t\u0159et\u00ed platformu nep\u0159id\u00e1vejte. Jakmile na strop naraz\u00ed, Criteo je prvn\u00ed kandid\u00e1t pro e-commerce, proto\u017ee pracuje s daty, kter\u00e1 zbyl\u00e9 dv\u011b platformy nemaj\u00ed.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/mairateam.com\/wp-content\/uploads\/4ah9od.png\" alt=\"Rozhodovac\u00ed strom, kdy p\u0159idat Criteo vedle Performance Max a Meta Advantage+\" class=\"wp-image-1984\" srcset=\"https:\/\/mairateam.com\/wp-content\/uploads\/4ah9od.png 1600w, https:\/\/mairateam.com\/wp-content\/uploads\/4ah9od-300x169.png 300w, https:\/\/mairateam.com\/wp-content\/uploads\/4ah9od-1024x576.png 1024w, https:\/\/mairateam.com\/wp-content\/uploads\/4ah9od-768x432.png 768w, https:\/\/mairateam.com\/wp-content\/uploads\/4ah9od-1536x864.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Pro jak\u00e9 e-shopy se Criteo vyplat\u00ed?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nejl\u00e9pe funguje pro e-shopy s katalogem od tis\u00edc\u016f SKUs, opakovan\u00fdmi n\u00e1kupy a n\u00e1v\u0161t\u011bvnost\u00ed, ze kter\u00e9 lze stav\u011bt retargetingov\u00e9 publikum. Vertik\u00e1ly s nejlep\u0161\u00edmi v\u00fdsledky v na\u0161\u00ed praxi: fashion, home and living, potraviny online a elektronika. Naopak pro \u00fazk\u00e9 katalogy do stovky produkt\u016f a n\u00edzkou n\u00e1v\u0161t\u011bvnost se investice nevrac\u00ed.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Typ e-shopu<\/th><th>Criteo v mixu<\/th><th>Doporu\u010den\u00fd p\u0159\u00edstup<\/th><\/tr><\/thead><tbody><tr><td>Fashion, tis\u00edce SKUs, vysok\u00e1 frekvence n\u00e1kupu<\/td><td>Ano, retargeting + akvizice<\/td><td>Pln\u00fd setup v\u010detn\u011b similar audiences<\/td><\/tr><tr><td>Elektronika, vy\u0161\u0161\u00ed ko\u0161\u00edk, del\u0161\u00ed rozhodov\u00e1n\u00ed<\/td><td>Ano, prim\u00e1rn\u011b retargeting<\/td><td>Retargeting s del\u0161\u00edmi okny, akvizice testovat<\/td><\/tr><tr><td>Potraviny online, rychl\u00e1 rotace<\/td><td>Ano, retention + retargeting<\/td><td>Napojen\u00ed na retail media (viz Knuspr)<\/td><\/tr><tr><td>Marketplace-heavy prodejce (Allegro, Kaufland, Amazon)<\/td><td>\u010c\u00e1ste\u010dn\u011b<\/td><td>Prioritou je retail media na marketplace, Criteo na vlastn\u00ed e-shop<\/td><\/tr><tr><td>\u00dazk\u00fd katalog do 100 SKUs<\/td><td>V\u011bt\u0161inou ne<\/td><td>Konsolidovat do PMax + Advantage+<\/td><\/tr><tr><td>N\u00edzk\u00e1 n\u00e1v\u0161t\u011bvnost do 50 000 sessions\/m\u011bs.<\/td><td>Zat\u00edm ne<\/td><td>Nejd\u0159\u00edv vybudovat traffic, pak retargeting<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Dv\u011b podm\u00ednky plat\u00ed v\u017edy. Zaprv\u00e9 kvalitn\u00ed produktov\u00fd feed: Criteo z n\u011bj stav\u00ed kreativy i bidding, chyby ve feedu v\u00fdkon zab\u00edjej\u00ed stejn\u011b jako v PMax. Zadruh\u00e9 spr\u00e1vn\u00e9 m\u011b\u0159en\u00ed, ke kter\u00e9mu se hned dostaneme.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kolik rozpo\u010dtu d\u00e1t do Criteo?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Podle na\u0161\u00ed praxe m\u00e1 Criteo u e-shop\u016f, kde d\u00e1v\u00e1 smysl, typicky zhruba 10 a\u017e 15 % v\u00fdkonnostn\u00edho rozpo\u010dtu. Konkr\u00e9tn\u00ed pod\u00edl z\u00e1vis\u00ed na saturaci ostatn\u00edch kan\u00e1l\u016f a mar\u017ei. Za\u010dn\u011bte testovac\u00edm rozpo\u010dtem na 2 a\u017e 3 m\u011bs\u00edce a \u0161k\u00e1lujte podle inkrementality, ne podle atribuovan\u00e9ho ROAS v platform\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Orienta\u010dn\u00ed postup, kter\u00fd pou\u017e\u00edv\u00e1me:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>M\u011bs\u00edc 0<\/strong>: audit feedu, nastaven\u00ed m\u011b\u0159en\u00ed (GA4 + server-side), definice c\u00edlov\u00e9ho COS.<\/li>\n\n\n\n<li><strong>M\u011bs\u00edc 1 a\u017e 2<\/strong>: retargeting kampa\u0148 s dostate\u010dn\u00fdm rozpo\u010dtem pro u\u010den\u00ed, \u017e\u00e1dn\u00e9 z\u00e1sahy do biddingu prvn\u00edch 14 dn\u00ed.<\/li>\n\n\n\n<li><strong>M\u011bs\u00edc 2 a\u017e 3<\/strong>: vyhodnocen\u00ed proti kontroln\u00ed skupin\u011b nebo geo-lift testu, ne jen proti last-click atribuci.<\/li>\n\n\n\n<li><strong>M\u011bs\u00edc 3+<\/strong>: p\u0159id\u00e1n\u00ed akvizi\u010dn\u00edch kampan\u00ed (new customer acquisition), \u0161k\u00e1lov\u00e1n\u00ed podle inkrement\u00e1ln\u00edho CPA.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Jak m\u011b\u0159it skute\u010dn\u00fd p\u0159\u00ednos Criteo?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nikdy nehodno\u0165te Criteo podle post-view konverz\u00ed v jeho vlastn\u00edm reportingu. Platforma historicky p\u0159ece\u0148uje vlastn\u00ed p\u0159\u00ednos, proto\u017ee retargeting zasahuje u\u017eivatele, kte\u0159\u00ed by \u010d\u00e1st n\u00e1kup\u016f dokon\u010dili i bez reklamy. Spr\u00e1vn\u00fd postup: sjednotit m\u011b\u0159en\u00ed v GA4, porovnat s platformn\u00edm reportingem a kl\u00ed\u010dov\u00e1 rozhodnut\u00ed op\u0159\u00edt o inkrementalitn\u00ed test.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Checklist m\u011b\u0159en\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Propojit Criteo s GA4 a \u010d\u00edst ob\u011b \u010d\u00edsla vedle sebe (n\u00e1vod: <a href=\"https:\/\/mairateam.com\/cs\/propojeni-criteo-s-ga4-a-go-kampane-co-umi-a-kdy-davaji-smysl\/\">Propojen\u00ed Criteo s GA4 a GO kampan\u011b<\/a>).<\/li>\n\n\n\n<li>Vypnout nebo v\u00fdrazn\u011b omezit post-view atribuci p\u0159i vyhodnocov\u00e1n\u00ed.<\/li>\n\n\n\n<li>Jednou za kvart\u00e1l spustit holdout nebo geo-lift test retargetingu.<\/li>\n\n\n\n<li>Sledovat pod\u00edl nov\u00fdch z\u00e1kazn\u00edk\u016f, ne jen celkov\u00fd COS.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Inkrementalitu retargetingu m\u011b\u0159\u00edme n\u00e1strojem DiagnostIQ. Obecn\u00e1 zku\u0161enost je jednozna\u010dn\u00e1: \u010d\u00e1st v\u00fdkonu vyk\u00e1zan\u00e9ho v platform\u011b by nastala i bez n\u00ed, ale spr\u00e1vn\u011b nastaven\u00fd dynamick\u00fd retargeting z\u016fst\u00e1v\u00e1 inkrement\u00e1ln\u00ed. Jak z n\u011bj dostat maximum, popisujeme v \u010dl\u00e1nku <a href=\"https:\/\/mairateam.com\/cs\/zvyste-konverzni-pomer-dynamickeho-remarketingu-az-o-200\/\">Zvy\u0161te konverzn\u00ed pom\u011br dynamick\u00e9ho remarketingu a\u017e o 200 %<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak Criteo zapad\u00e1 do retail media strategie?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Criteo je nejv\u011bt\u0161\u00ed nez\u00e1visl\u00e1 technologie pro retail media v Evrop\u011b a to z n\u011bj d\u011bl\u00e1 strategickou volbu, ne jen dal\u0161\u00ed retargetingov\u00fd n\u00e1stroj. P\u0159es Commerce Max nakoup\u00edte sponzorovan\u00e9 pozice a display u des\u00edtek evropsk\u00fdch retailer\u016f z jednoho rozhran\u00ed, se stejn\u00fdm feedem a podobnou logikou jako v\u00fdkonnostn\u00ed kampan\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Evropsk\u00e9 v\u00fddaje do retail media vzrostly v roce 2024 o 21,1 % na 13,7 miliardy EUR a pro rok 2026 IAB Europe odhaduje 20,8 miliardy EUR (IAB Europe, 2025). Pro zna\u010dky, kter\u00e9 prod\u00e1vaj\u00ed p\u0159es retailery i vlastn\u00ed e-shop, je Criteo p\u0159irozen\u00fd most mezi ob\u011bma sv\u011bty: jedna platforma, jeden feed, dva typy inventory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V kampan\u00edch pro <a href=\"https:\/\/mairateam.com\/cs\/pripadove-studie\/knuspr-470-novych-zakazniku-full-funnel-strategie\/\">Knuspr<\/a> vid\u00edme ob\u011b strany trhu: Rohlik Group provozuje vlastn\u00ed retail media a z\u00e1rove\u0148 nakupuje v\u00fdkon. Pr\u00e1v\u011b tahle kombinace je podle n\u00e1s budoucnost Criteo \u00fa\u010dt\u016f: v\u00fdkonnostn\u00ed kampan\u011b na vlastn\u00ed web plus retail media tam, kde jsou va\u0161i z\u00e1kazn\u00edci.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak\u00e9 jsou nej\u010dast\u011bj\u0161\u00ed chyby p\u0159i nasazen\u00ed Criteo?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nej\u010dast\u011bj\u0161\u00ed chybou je nasadit Criteo jako \"dal\u0161\u00ed retargeting\" bez \u010dist\u00e9ho feedu, bez inkrementalitn\u00edho m\u011b\u0159en\u00ed a s rozpo\u010dtem p\u0159\u00edli\u0161 mal\u00fdm na to, aby se algoritmus nau\u010dil. Druhou nej\u010dast\u011bj\u0161\u00ed chybou je hodnotit platformu po dvou t\u00fddnech podle vlastn\u00edho dashboardu.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>P\u0159\u00edli\u0161 mal\u00fd testovac\u00ed rozpo\u010det a p\u0159ed\u010dasn\u00e9 vypnut\u00ed v learning f\u00e1zi.<\/li>\n\n\n\n<li>Post-view konverze bran\u00e9 jako skute\u010dn\u00fd v\u00fdkon.<\/li>\n\n\n\n<li>Duplicitn\u00ed retargeting: Criteo, Meta i PMax hon\u00ed stejn\u00e9ho u\u017eivatele bez frekven\u010dn\u00edho stropu.<\/li>\n\n\n\n<li>Zanedban\u00fd feed: chyb\u011bj\u00edc\u00ed GTINy, \u0161patn\u00e9 kategorie, obr\u00e1zky nevhodn\u00e9 pro bannery.<\/li>\n\n\n\n<li>\u017d\u00e1dn\u00e9 vylou\u010den\u00ed st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f v akvizi\u010dn\u00edch kampan\u00edch.<\/li>\n\n\n\n<li>Meta kampan\u011b spravovan\u00e9 p\u0159es Criteo bez pochopen\u00ed rozd\u00edl\u016f (n\u00e1vod: <a href=\"https:\/\/mairateam.com\/cs\/meta-kampane-v-criteu-kompletni-pruvodce-nastavenim-spustenim-a-vyhodnocenim\/\">Meta kampan\u011b v Criteu<\/a>).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tip:<\/strong> Criteo je jedn\u00edm z kan\u00e1l\u016f, kter\u00e9 \u0159\u00edd\u00edme v r\u00e1mci spr\u00e1vy placen\u00fdch kampan\u00ed. Jak pracujeme, popisujeme na str\u00e1nce <a href=\"https:\/\/mairateam.com\/cs\/ppc-agentura\/\">PPC agentura<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u010cast\u00e9 ot\u00e1zky<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Je Criteo v roce 2026 mrtv\u00e9?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ne. Criteo se transformovalo z retargetingov\u00e9 s\u00edt\u011b na commerce media platformu s vlastn\u00ed DSP a SSP. Hledanost zna\u010dky z\u016fst\u00e1v\u00e1 stabiln\u00ed (2 900 m\u011bs\u00ed\u010dn\u011b v EN pro DACH a NL, Google Keyword Planner, 07\/2026) a firma je dnes nejv\u011bt\u0161\u00edm nez\u00e1visl\u00fdm hr\u00e1\u010dem v evropsk\u00e9m retail media. Zm\u011bnila se role: dopln\u011bk PMax a Mety, ne jejich n\u00e1hrada.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Od jak\u00e9ho rozpo\u010dtu se Criteo vyplat\u00ed?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Z na\u0161\u00ed praxe od zhruba 3 000 EUR m\u011bs\u00ed\u010dn\u011b na samotn\u00e9 Criteo. Pod touto hranic\u00ed se algoritmus u\u010d\u00ed pomalu a v\u00fdsledky kol\u00edsaj\u00ed. Men\u0161\u00ed e-shopy dos\u00e1hnou lep\u0161\u00edho v\u00fdkonu konsolidac\u00ed rozpo\u010dtu do Performance Max a Meta Advantage+, kter\u00e9 funguj\u00ed i s ni\u017e\u0161\u00edmi \u010d\u00e1stkami.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Funguje Criteo bez third-party cookies?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ano, a je na tom l\u00e9pe ne\u017e v\u011bt\u0161ina display s\u00edt\u00ed. Criteo stav\u00ed na deterministick\u00fdch first-party datech z retailer s\u00edt\u011b, hashovan\u00fdch e-mailech a vlastn\u00edm identity grafu. P\u0159esah p\u0159es cookies \u0159e\u0161\u00ed commerce audiences a kontextov\u00e9 sign\u00e1ly. V\u00fdkon retargetingu po omezen\u00ed cookies m\u00edrn\u011b klesl, ale kan\u00e1l z\u016fst\u00e1v\u00e1 funk\u010dn\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Nahrad\u00ed Performance Max Criteo retargeting?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u010c\u00e1ste\u010dn\u011b se p\u0159ekr\u00fdvaj\u00ed, ale PMax retargeting nekontrolujete: nevid\u00edte, kolik rozpo\u010dtu jde na nov\u00e9 vs vracej\u00edc\u00ed se u\u017eivatele. Criteo d\u00e1v\u00e1 explicitn\u00ed kontrolu nad retargetingem, frekvenc\u00ed a produktovou logikou. Pro e-shopy s velk\u00fdm katalogem m\u00e1 smysl oboj\u00ed s jasn\u011b rozd\u011blen\u00fdmi rolemi a frekven\u010dn\u00edmi stropy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak dlouho trv\u00e1, ne\u017e Criteo za\u010dne fungovat?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Learning f\u00e1ze trv\u00e1 typicky 2 a\u017e 4 t\u00fddny podle objemu konverz\u00ed. Prvn\u00edch 14 dn\u00ed nedoporu\u010dujeme zasahovat do biddingu. Smyslupln\u00e9 vyhodnocen\u00ed je mo\u017en\u00e9 po 6 a\u017e 8 t\u00fddnech, ide\u00e1ln\u011b proti kontroln\u00ed skupin\u011b. Vypnut\u00ed po dvou t\u00fddnech kv\u016fli slab\u00fdm \u010d\u00edsl\u016fm je nej\u010dast\u011bj\u0161\u00ed zbyte\u010dn\u00e1 chyba.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co je Criteo Commerce Max a pot\u0159ebuji ho?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Commerce Max je DSP pro n\u00e1kup retail media: sponzorovan\u00e9 produkty a display u v\u00edce ne\u017e 200 retailer\u016f z jednoho rozhran\u00ed. Pot\u0159ebuj\u00ed ho hlavn\u011b zna\u010dky prod\u00e1vaj\u00edc\u00ed p\u0159es retailery (potraviny, drogerie, elektronika). \u010cist\u00fd D2C e-shop vysta\u010d\u00ed s Commerce Growth kampan\u011bmi na vlastn\u00ed web.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak se Criteo m\u011b\u0159\u00ed proti GA4?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Criteo reporting a GA4 se nikdy nepotkaj\u00ed jedna ku jedn\u00e9: platforma po\u010d\u00edt\u00e1 post-click i post-view, GA4 jen sessions se svou atribuc\u00ed. Doporu\u010dujeme \u010d\u00edst ob\u011b \u010d\u00edsla vedle sebe, rozhodovat podle GA4 trendu a inkrementalitn\u00edch test\u016f. Detailn\u00ed n\u00e1vod m\u00e1me v \u010dl\u00e1nku o propojen\u00ed Criteo s GA4.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Zvl\u00e1dne Criteo i akvizici nov\u00fdch z\u00e1kazn\u00edk\u016f, nebo jen retargeting?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Zvl\u00e1dne. Akvizi\u010dn\u00ed kampan\u011b c\u00edl\u00ed na u\u017eivatele s n\u00e1kupn\u00edm chov\u00e1n\u00edm podobn\u00fdm va\u0161im z\u00e1kazn\u00edk\u016fm nap\u0159\u00ed\u010d retailer s\u00edt\u00ed. Funguj\u00ed ale a\u017e po \u00fasp\u011b\u0161n\u00e9m retargetingov\u00e9m z\u00e1kladu a s vylou\u010den\u00edm st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f. O\u010dek\u00e1vejte vy\u0161\u0161\u00ed CPA ne\u017e u retargetingu a hodno\u0165te podle pod\u00edlu nov\u00fdch z\u00e1kazn\u00edk\u016f.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Criteo v roce 2026 nen\u00ed konkurent PMax a Advantage+, ale t\u0159et\u00ed zdroj v\u00fdkonu s daty, kter\u00e1 Google ani Meta nemaj\u00ed. Vyplat\u00ed se e-shop\u016fm s \u0161irok\u00fdm katalogem, dostate\u010dnou n\u00e1v\u0161t\u011bvnost\u00ed a rozpo\u010dtem od jednotek tis\u00edc EUR m\u011bs\u00ed\u010dn\u011b, a hodnotit se mus\u00ed p\u0159es inkrementalitu, ne p\u0159es vlastn\u00ed dashboard. Chcete v\u011bd\u011bt, jestli Criteo pat\u0159\u00ed do va\u0161eho mixu a kolik v\u00fdkonu nech\u00e1v\u00e1te le\u017eet na stole? <a href=\"https:\/\/mairateam.com\/en\/grab-your-free-audit\/\">Ozv\u011bte se n\u00e1m o bezplatn\u00fd audit<\/a>, projdeme v\u00e1\u0161 \u00fa\u010det a d\u00e1me v\u00e1m p\u0159\u00edmou odpov\u011b\u010f.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Criteo v roce 2026: kdy d\u00e1v\u00e1 smysl vedle Performance Max a Meta Advantage+, pro jak\u00e9 e-shopy a s jak\u00fdm pod\u00edlem rozpo\u010dtu. Pohled Criteo Partnera.<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[24],"tags":[],"class_list":["post-1939","post","type-post","status-publish","format-standard","hentry","category-ppc"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Criteo v roce 2026: kdy d\u00e1v\u00e1 smysl vedle Performance Max a Meta Advantage+, pro jak\u00e9 e-shopy a s jak\u00fdm pod\u00edlem rozpo\u010dtu. 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Akvizi\\u010dn\\u00ed kampan\\u011b c\\u00edl\\u00ed na u\\u017eivatele s n\\u00e1kupn\\u00edm chov\\u00e1n\\u00edm podobn\\u00fdm va\\u0161im z\\u00e1kazn\\u00edk\\u016fm nap\\u0159\\u00ed\\u010d retailer s\\u00edt\\u00ed. Funguj\\u00ed ale a\\u017e po \\u00fasp\\u011b\\u0161n\\u00e9m retargetingov\\u00e9m z\\u00e1kladu a s vylou\\u010den\\u00edm st\\u00e1vaj\\u00edc\\u00edch z\\u00e1kazn\\u00edk\\u016f. O\\u010dek\\u00e1vejte vy\\u0161\\u0161\\u00ed CPA ne\\u017e u retargetingu a hodno\\u0165te podle pod\\u00edlu nov\\u00fdch z\\u00e1kazn\\u00edk\\u016f. Z\\u00e1v\\u011br Criteo v roce 2026 nen\\u00ed konkurent PMax a Advantage+, ale t\\u0159et\\u00ed zdroj v\\u00fdkonu s daty, kter\\u00e1 Google ani Meta nemaj\\u00ed. 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Men\u0161\u00ed e-shopy dos\u00e1hnou lep\u0161\u00edho v\u00fdkonu konsolidac\u00ed rozpo\u010dtu do Performance Max a Meta Advantage+, kter\u00e9 funguj\u00ed i s ni\u017e\u0161\u00edmi \u010d\u00e1stkami."}},{"@type":"Question","name":"Funguje Criteo bez third-party cookies?","acceptedAnswer":{"@type":"Answer","text":"Ano, a je na tom l\u00e9pe ne\u017e v\u011bt\u0161ina display s\u00edt\u00ed. Criteo stav\u00ed na deterministick\u00fdch first-party datech z retailer s\u00edt\u011b, hashovan\u00fdch e-mailech a vlastn\u00edm identity grafu. P\u0159esah p\u0159es cookies \u0159e\u0161\u00ed commerce audiences a kontextov\u00e9 sign\u00e1ly. V\u00fdkon retargetingu po omezen\u00ed cookies m\u00edrn\u011b klesl, ale kan\u00e1l z\u016fst\u00e1v\u00e1 funk\u010dn\u00ed."}},{"@type":"Question","name":"Nahrad\u00ed Performance Max Criteo retargeting?","acceptedAnswer":{"@type":"Answer","text":"\u010c\u00e1ste\u010dn\u011b se p\u0159ekr\u00fdvaj\u00ed, ale PMax retargeting nekontrolujete: nevid\u00edte, kolik rozpo\u010dtu jde na nov\u00e9 vs vracej\u00edc\u00ed se u\u017eivatele. Criteo d\u00e1v\u00e1 explicitn\u00ed kontrolu nad retargetingem, frekvenc\u00ed a produktovou logikou. Pro e-shopy s velk\u00fdm katalogem m\u00e1 smysl oboj\u00ed s jasn\u011b rozd\u011blen\u00fdmi rolemi a frekven\u010dn\u00edmi stropy."}},{"@type":"Question","name":"Jak dlouho trv\u00e1, ne\u017e Criteo za\u010dne fungovat?","acceptedAnswer":{"@type":"Answer","text":"Learning f\u00e1ze trv\u00e1 typicky 2 a\u017e 4 t\u00fddny podle objemu konverz\u00ed. Prvn\u00edch 14 dn\u00ed nedoporu\u010dujeme zasahovat do biddingu. Smyslupln\u00e9 vyhodnocen\u00ed je mo\u017en\u00e9 po 6 a\u017e 8 t\u00fddnech, ide\u00e1ln\u011b proti kontroln\u00ed skupin\u011b. Vypnut\u00ed po dvou t\u00fddnech kv\u016fli slab\u00fdm \u010d\u00edsl\u016fm je nej\u010dast\u011bj\u0161\u00ed zbyte\u010dn\u00e1 chyba."}},{"@type":"Question","name":"Co je Criteo Commerce Max a pot\u0159ebuji ho?","acceptedAnswer":{"@type":"Answer","text":"Commerce Max je DSP pro n\u00e1kup retail media: sponzorovan\u00e9 produkty a display u v\u00edce ne\u017e 200 retailer\u016f z jednoho rozhran\u00ed. Pot\u0159ebuj\u00ed ho hlavn\u011b zna\u010dky prod\u00e1vaj\u00edc\u00ed p\u0159es retailery (potraviny, drogerie, elektronika). \u010cist\u00fd D2C e-shop vysta\u010d\u00ed s Commerce Growth kampan\u011bmi na vlastn\u00ed web."}},{"@type":"Question","name":"Jak se Criteo m\u011b\u0159\u00ed proti GA4?","acceptedAnswer":{"@type":"Answer","text":"Criteo reporting a GA4 se nikdy nepotkaj\u00ed jedna ku jedn\u00e9: platforma po\u010d\u00edt\u00e1 post-click i post-view, GA4 jen sessions se svou atribuc\u00ed. Doporu\u010dujeme \u010d\u00edst ob\u011b \u010d\u00edsla vedle sebe, rozhodovat podle GA4 trendu a inkrementalitn\u00edch test\u016f. Detailn\u00ed n\u00e1vod m\u00e1me v \u010dl\u00e1nku o propojen\u00ed Criteo s GA4."}},{"@type":"Question","name":"Zvl\u00e1dne Criteo i akvizici nov\u00fdch z\u00e1kazn\u00edk\u016f, nebo jen retargeting?","acceptedAnswer":{"@type":"Answer","text":"Zvl\u00e1dne. Akvizi\u010dn\u00ed kampan\u011b c\u00edl\u00ed na u\u017eivatele s n\u00e1kupn\u00edm chov\u00e1n\u00edm podobn\u00fdm va\u0161im z\u00e1kazn\u00edk\u016fm nap\u0159\u00ed\u010d retailer s\u00edt\u00ed. Funguj\u00ed ale a\u017e po \u00fasp\u011b\u0161n\u00e9m retargetingov\u00e9m z\u00e1kladu a s vylou\u010den\u00edm st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f. O\u010dek\u00e1vejte vy\u0161\u0161\u00ed CPA ne\u017e u retargetingu a hodno\u0165te podle pod\u00edlu nov\u00fdch z\u00e1kazn\u00edk\u016f. Z\u00e1v\u011br Criteo v roce 2026 nen\u00ed konkurent PMax a Advantage+, ale t\u0159et\u00ed zdroj v\u00fdkonu s daty, kter\u00e1 Google ani Meta nemaj\u00ed. Vyplat\u00ed se e-shop\u016fm s \u0161irok\u00fdm katalogem, dostate\u010dnou n\u00e1v\u0161t\u011bvnost\u00ed a rozpo\u010dtem od jednotek tis\u00edc EUR m\u011bs\u00ed\u010dn\u011b, a hodnotit se mus\u00ed p\u0159es inkrementalitu, ne p\u0159es vlastn\u00ed dashboard. Chcete v\u011bd\u011bt, jestli Criteo pat\u0159\u00ed do va\u0161eho mixu a kolik v\u00fdkonu nech\u00e1v\u00e1te le\u017eet na stole? Ozv\u011bte se n\u00e1m o bezplatn\u00fd audit , projdeme v\u00e1\u0161 \u00fa\u010det a d\u00e1me v\u00e1m p\u0159\u00edmou odpov\u011b\u010f. Filip Lorenz PPC Specialist V\u011bnuji se v\u00fdkonnostn\u00edmu marketingu a ve sv\u011bt\u011b PPC neust\u00e1le hled\u00e1m zp\u016fsoby, jak d\u011blat v\u011bci chyt\u0159eji a efektivn\u011bji \u2013 proto se"}},{"@type":"Question","name":"Je Criteo v roce 2026 mrtv\u00e9?","acceptedAnswer":{"@type":"Answer","text":"Ne. Criteo se transformovalo z retargetingov\u00e9 s\u00edt\u011b na commerce media platformu s vlastn\u00ed DSP a SSP. Hledanost zna\u010dky z\u016fst\u00e1v\u00e1 stabiln\u00ed (2 900 m\u011bs\u00ed\u010dn\u011b v EN pro DACH a NL, Google Keyword Planner, 07\/2026) a firma je dnes nejv\u011bt\u0161\u00edm nez\u00e1visl\u00fdm hr\u00e1\u010dem v evropsk\u00e9m retail media. Zm\u011bnila se role: dopln\u011bk PMax a Mety, ne jejich n\u00e1hrada."}},{"@type":"Question","name":"Od jak\u00e9ho rozpo\u010dtu se Criteo vyplat\u00ed?","acceptedAnswer":{"@type":"Answer","text":"Z na\u0161\u00ed praxe od zhruba 3 000 EUR m\u011bs\u00ed\u010dn\u011b na samotn\u00e9 Criteo. Pod touto hranic\u00ed se algoritmus u\u010d\u00ed pomalu a v\u00fdsledky kol\u00edsaj\u00ed. Men\u0161\u00ed e-shopy dos\u00e1hnou lep\u0161\u00edho v\u00fdkonu konsolidac\u00ed rozpo\u010dtu do Performance Max a Meta Advantage+, kter\u00e9 funguj\u00ed i s ni\u017e\u0161\u00edmi \u010d\u00e1stkami."}},{"@type":"Question","name":"Funguje Criteo bez third-party cookies?","acceptedAnswer":{"@type":"Answer","text":"Ano, a je na tom l\u00e9pe ne\u017e v\u011bt\u0161ina display s\u00edt\u00ed. Criteo stav\u00ed na deterministick\u00fdch first-party datech z retailer s\u00edt\u011b, hashovan\u00fdch e-mailech a vlastn\u00edm identity grafu. P\u0159esah p\u0159es cookies \u0159e\u0161\u00ed commerce audiences a kontextov\u00e9 sign\u00e1ly. V\u00fdkon retargetingu po omezen\u00ed cookies m\u00edrn\u011b klesl, ale kan\u00e1l z\u016fst\u00e1v\u00e1 funk\u010dn\u00ed."}},{"@type":"Question","name":"Nahrad\u00ed Performance Max Criteo retargeting?","acceptedAnswer":{"@type":"Answer","text":"\u010c\u00e1ste\u010dn\u011b se p\u0159ekr\u00fdvaj\u00ed, ale PMax retargeting nekontrolujete: nevid\u00edte, kolik rozpo\u010dtu jde na nov\u00e9 vs vracej\u00edc\u00ed se u\u017eivatele. Criteo d\u00e1v\u00e1 explicitn\u00ed kontrolu nad retargetingem, frekvenc\u00ed a produktovou logikou. Pro e-shopy s velk\u00fdm katalogem m\u00e1 smysl oboj\u00ed s jasn\u011b rozd\u011blen\u00fdmi rolemi a frekven\u010dn\u00edmi stropy."}},{"@type":"Question","name":"Jak dlouho trv\u00e1, ne\u017e Criteo za\u010dne fungovat?","acceptedAnswer":{"@type":"Answer","text":"Learning f\u00e1ze trv\u00e1 typicky 2 a\u017e 4 t\u00fddny podle objemu konverz\u00ed. Prvn\u00edch 14 dn\u00ed nedoporu\u010dujeme zasahovat do biddingu. Smyslupln\u00e9 vyhodnocen\u00ed je mo\u017en\u00e9 po 6 a\u017e 8 t\u00fddnech, ide\u00e1ln\u011b proti kontroln\u00ed skupin\u011b. Vypnut\u00ed po dvou t\u00fddnech kv\u016fli slab\u00fdm \u010d\u00edsl\u016fm je nej\u010dast\u011bj\u0161\u00ed zbyte\u010dn\u00e1 chyba."}},{"@type":"Question","name":"Co je Criteo Commerce Max a pot\u0159ebuji ho?","acceptedAnswer":{"@type":"Answer","text":"Commerce Max je DSP pro n\u00e1kup retail media: sponzorovan\u00e9 produkty a display u v\u00edce ne\u017e 200 retailer\u016f z jednoho rozhran\u00ed. Pot\u0159ebuj\u00ed ho hlavn\u011b zna\u010dky prod\u00e1vaj\u00edc\u00ed p\u0159es retailery (potraviny, drogerie, elektronika). \u010cist\u00fd D2C e-shop vysta\u010d\u00ed s Commerce Growth kampan\u011bmi na vlastn\u00ed web."}},{"@type":"Question","name":"Jak se Criteo m\u011b\u0159\u00ed proti GA4?","acceptedAnswer":{"@type":"Answer","text":"Criteo reporting a GA4 se nikdy nepotkaj\u00ed jedna ku jedn\u00e9: platforma po\u010d\u00edt\u00e1 post-click i post-view, GA4 jen sessions se svou atribuc\u00ed. Doporu\u010dujeme \u010d\u00edst ob\u011b \u010d\u00edsla vedle sebe, rozhodovat podle GA4 trendu a inkrementalitn\u00edch test\u016f. Detailn\u00ed n\u00e1vod m\u00e1me v \u010dl\u00e1nku o propojen\u00ed Criteo s GA4."}},{"@type":"Question","name":"Zvl\u00e1dne Criteo i akvizici nov\u00fdch z\u00e1kazn\u00edk\u016f, nebo jen retargeting?","acceptedAnswer":{"@type":"Answer","text":"Zvl\u00e1dne. Akvizi\u010dn\u00ed kampan\u011b c\u00edl\u00ed na u\u017eivatele s n\u00e1kupn\u00edm chov\u00e1n\u00edm podobn\u00fdm va\u0161im z\u00e1kazn\u00edk\u016fm nap\u0159\u00ed\u010d retailer s\u00edt\u00ed. Funguj\u00ed ale a\u017e po \u00fasp\u011b\u0161n\u00e9m retargetingov\u00e9m z\u00e1kladu a s vylou\u010den\u00edm st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f. O\u010dek\u00e1vejte vy\u0161\u0161\u00ed CPA ne\u017e u retargetingu a hodno\u0165te podle pod\u00edlu nov\u00fdch z\u00e1kazn\u00edk\u016f. Z\u00e1v\u011br Criteo v roce 2026 nen\u00ed konkurent PMax a Advantage+, ale t\u0159et\u00ed zdroj v\u00fdkonu s daty, kter\u00e1 Google ani Meta nemaj\u00ed. Vyplat\u00ed se e-shop\u016fm s \u0161irok\u00fdm katalogem, dostate\u010dnou n\u00e1v\u0161t\u011bvnost\u00ed a rozpo\u010dtem od jednotek tis\u00edc EUR m\u011bs\u00ed\u010dn\u011b, a hodnotit se mus\u00ed p\u0159es inkrementalitu, ne p\u0159es vlastn\u00ed dashboard. Chcete v\u011bd\u011bt, jestli Criteo pat\u0159\u00ed do va\u0161eho mixu a kolik v\u00fdkonu nech\u00e1v\u00e1te le\u017eet na stole? Ozv\u011bte se n\u00e1m o bezplatn\u00fd audit , projdeme v\u00e1\u0161 \u00fa\u010det a d\u00e1me v\u00e1m p\u0159\u00edmou odpov\u011b\u010f. Filip Lorenz PPC Specialist V\u011bnuji se v\u00fdkonnostn\u00edmu marketingu a ve sv\u011bt\u011b PPC neust\u00e1le hled\u00e1m zp\u016fsoby, jak d\u011blat v\u011bci chyt\u0159eji a efektivn\u011bji \u2013 proto se"}}],"inLanguage":"cs","breadcrumb":{"@id":"https:\/\/mairateam.com\/cs\/criteo-2026-kdy-dava-smysl\/#breadcrumblist"}},{"@type":"Organization","@id":"https:\/\/mairateam.com\/cs\/#organization","name":"MAIRA","description":"MAIRA je performance marketingov\u00e1 agentura ze skupiny Proficio Hub. Spravuje v\u00edce ne\u017e 52 mil. EUR ro\u010dn\u00edch rozpo\u010dt\u016f pro e-commerce, DTC a SaaS klienty nap\u0159\u00ed\u010d Evropou.","url":"https:\/\/mairateam.com\/cs\/","email":"info@mairateam.com","telephone":"+420736241014","foundingDate":"2025-01-01","numberOfEmployees":{"@type":"QuantitativeValue","value":34},"logo":{"@type":"ImageObject","url":"https:\/\/mairateam.com\/wp-content\/uploads\/maira-logo-orange-background.jpg","@id":"https:\/\/mairateam.com\/cs\/criteo-2026-kdy-dava-smysl\/#organizationLogo","width":2048,"height":2048,"caption":"Bright orange poster with very large dark green letters at the bottom spelling a word starting with 'MA...' and a smaller line below that reads 'Make It Rain' (partial view)."},"image":{"@id":"https:\/\/mairateam.com\/cs\/criteo-2026-kdy-dava-smysl\/#organizationLogo"},"sameAs":["https:\/\/www.instagram.com\/maira.team\/","https:\/\/www.linkedin.com\/company\/mairateam\/","https:\/\/clutch.co\/profile\/maira","https:\/\/www.facebook.com\/mairateam"]},{"@type":"Person","@id":"https:\/\/mairateam.com\/cs\/author\/andrej-grajciar\/#author","url":"https:\/\/mairateam.com\/cs\/author\/andrej-grajciar\/","name":"Andrej Grajciar"},{"@type":"WebSite","@id":"https:\/\/mairateam.com\/cs\/#website","url":"https:\/\/mairateam.com\/cs\/","name":"MAIRA","alternateName":"MAIRA Team","inLanguage":"cs-CZ","publisher":{"@id":"https:\/\/mairateam.com\/cs\/#organization"}}]},"og:locale":"cs_CZ","og:site_name":"Maira Team","og:type":"article","og:title":"Criteo v roce 2026: kdy d\u00e1v\u00e1 smysl vedle PMax a Mety | MAIRA","og:description":"Criteo v roce 2026: kdy d\u00e1v\u00e1 smysl vedle Performance Max a Meta Advantage+, pro jak\u00e9 e-shopy a s jak\u00fdm pod\u00edlem rozpo\u010dtu. Pohled Criteo Partnera.","og:url":"https:\/\/mairateam.com\/cs\/criteo-2026-kdy-dava-smysl\/","og:image":"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg","og:image:secure_url":"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg","og:image:width":1290,"og:image:height":600,"article:published_time":"2026-07-23T18:40:26+00:00","article:modified_time":"2026-07-28T14:43:47+00:00","article:publisher":"https:\/\/www.facebook.com\/mairateam","twitter:card":"summary","twitter:title":"Criteo v roce 2026: kdy d\u00e1v\u00e1 smysl vedle PMax a Mety | MAIRA","twitter:description":"Criteo v roce 2026: kdy d\u00e1v\u00e1 smysl vedle Performance Max a Meta Advantage+, pro jak\u00e9 e-shopy a s jak\u00fdm pod\u00edlem rozpo\u010dtu. Pohled Criteo Partnera.","twitter:image":"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg"},"aioseo_meta_data":{"post_id":"1939","title":"Criteo v roce 2026: kdy d\u00e1v\u00e1 smysl vedle PMax a Mety | MAIRA","description":"Criteo v roce 2026: kdy d\u00e1v\u00e1 smysl vedle Performance Max a Meta Advantage+, pro jak\u00e9 e-shopy a s jak\u00fdm pod\u00edlem rozpo\u010dtu. Pohled Criteo Partnera.","keywords":null,"keyphrases":{"focus":{"keyphrase":"criteo"},"additional":[]},"primary_term":null,"canonical_url":null,"og_title":null,"og_description":null,"og_object_type":"default","og_image_type":"default","og_image_url":null,"og_image_width":null,"og_image_height":null,"og_image_custom_url":null,"og_image_custom_fields":null,"og_video":"","og_custom_url":null,"og_article_section":null,"og_article_tags":null,"twitter_use_og":false,"twitter_card":"default","twitter_image_type":"default","twitter_image_url":null,"twitter_image_custom_url":null,"twitter_image_custom_fields":null,"twitter_title":null,"twitter_description":null,"schema":{"blockGraphs":[],"customGraphs":[],"default":{"data":{"Article":[],"Course":[],"Dataset":[],"FAQPage":[],"Movie":[],"Person":[],"Product":[],"ProductReview":[],"Car":[],"Recipe":[],"Service":[],"SoftwareApplication":[],"WebPage":[]},"graphName":"Article","isEnabled":true},"graphs":[{"id":"#aioseo-faq-page-ms4rn7li","slug":"faq-page","graphName":"FAQPage","label":"FAQ","properties":{"name":"#post_title","description":"","questions":[{"question":"Je Criteo v roce 2026 mrtv\u00e9?","answer":"Ne. Criteo se transformovalo z retargetingov\u00e9 s\u00edt\u011b na commerce media platformu s vlastn\u00ed DSP a SSP. Hledanost zna\u010dky z\u016fst\u00e1v\u00e1 stabiln\u00ed (2 900 m\u011bs\u00ed\u010dn\u011b v EN pro DACH a NL, Google Keyword Planner, 07\/2026) a firma je dnes nejv\u011bt\u0161\u00edm nez\u00e1visl\u00fdm hr\u00e1\u010dem v evropsk\u00e9m retail media. Zm\u011bnila se role: dopln\u011bk PMax a Mety, ne jejich n\u00e1hrada."},{"question":"Od jak\u00e9ho rozpo\u010dtu se Criteo vyplat\u00ed?","answer":"Z na\u0161\u00ed praxe od zhruba 3 000 EUR m\u011bs\u00ed\u010dn\u011b na samotn\u00e9 Criteo. Pod touto hranic\u00ed se algoritmus u\u010d\u00ed pomalu a v\u00fdsledky kol\u00edsaj\u00ed. Men\u0161\u00ed e-shopy dos\u00e1hnou lep\u0161\u00edho v\u00fdkonu konsolidac\u00ed rozpo\u010dtu do Performance Max a Meta Advantage+, kter\u00e9 funguj\u00ed i s ni\u017e\u0161\u00edmi \u010d\u00e1stkami."},{"question":"Funguje Criteo bez third-party cookies?","answer":"Ano, a je na tom l\u00e9pe ne\u017e v\u011bt\u0161ina display s\u00edt\u00ed. Criteo stav\u00ed na deterministick\u00fdch first-party datech z retailer s\u00edt\u011b, hashovan\u00fdch e-mailech a vlastn\u00edm identity grafu. P\u0159esah p\u0159es cookies \u0159e\u0161\u00ed commerce audiences a kontextov\u00e9 sign\u00e1ly. V\u00fdkon retargetingu po omezen\u00ed cookies m\u00edrn\u011b klesl, ale kan\u00e1l z\u016fst\u00e1v\u00e1 funk\u010dn\u00ed."},{"question":"Nahrad\u00ed Performance Max Criteo retargeting?","answer":"\u010c\u00e1ste\u010dn\u011b se p\u0159ekr\u00fdvaj\u00ed, ale PMax retargeting nekontrolujete: nevid\u00edte, kolik rozpo\u010dtu jde na nov\u00e9 vs vracej\u00edc\u00ed se u\u017eivatele. Criteo d\u00e1v\u00e1 explicitn\u00ed kontrolu nad retargetingem, frekvenc\u00ed a produktovou logikou. Pro e-shopy s velk\u00fdm katalogem m\u00e1 smysl oboj\u00ed s jasn\u011b rozd\u011blen\u00fdmi rolemi a frekven\u010dn\u00edmi stropy."},{"question":"Jak dlouho trv\u00e1, ne\u017e Criteo za\u010dne fungovat?","answer":"Learning f\u00e1ze trv\u00e1 typicky 2 a\u017e 4 t\u00fddny podle objemu konverz\u00ed. Prvn\u00edch 14 dn\u00ed nedoporu\u010dujeme zasahovat do biddingu. Smyslupln\u00e9 vyhodnocen\u00ed je mo\u017en\u00e9 po 6 a\u017e 8 t\u00fddnech, ide\u00e1ln\u011b proti kontroln\u00ed skupin\u011b. Vypnut\u00ed po dvou t\u00fddnech kv\u016fli slab\u00fdm \u010d\u00edsl\u016fm je nej\u010dast\u011bj\u0161\u00ed zbyte\u010dn\u00e1 chyba."},{"question":"Co je Criteo Commerce Max a pot\u0159ebuji ho?","answer":"Commerce Max je DSP pro n\u00e1kup retail media: sponzorovan\u00e9 produkty a display u v\u00edce ne\u017e 200 retailer\u016f z jednoho rozhran\u00ed. Pot\u0159ebuj\u00ed ho hlavn\u011b zna\u010dky prod\u00e1vaj\u00edc\u00ed p\u0159es retailery (potraviny, drogerie, elektronika). \u010cist\u00fd D2C e-shop vysta\u010d\u00ed s Commerce Growth kampan\u011bmi na vlastn\u00ed web."},{"question":"Jak se Criteo m\u011b\u0159\u00ed proti GA4?","answer":"Criteo reporting a GA4 se nikdy nepotkaj\u00ed jedna ku jedn\u00e9: platforma po\u010d\u00edt\u00e1 post-click i post-view, GA4 jen sessions se svou atribuc\u00ed. Doporu\u010dujeme \u010d\u00edst ob\u011b \u010d\u00edsla vedle sebe, rozhodovat podle GA4 trendu a inkrementalitn\u00edch test\u016f. Detailn\u00ed n\u00e1vod m\u00e1me v \u010dl\u00e1nku o propojen\u00ed Criteo s GA4."},{"question":"Zvl\u00e1dne Criteo i akvizici nov\u00fdch z\u00e1kazn\u00edk\u016f, nebo jen retargeting?","answer":"Zvl\u00e1dne. Akvizi\u010dn\u00ed kampan\u011b c\u00edl\u00ed na u\u017eivatele s n\u00e1kupn\u00edm chov\u00e1n\u00edm podobn\u00fdm va\u0161im z\u00e1kazn\u00edk\u016fm nap\u0159\u00ed\u010d retailer s\u00edt\u00ed. Funguj\u00ed ale a\u017e po \u00fasp\u011b\u0161n\u00e9m retargetingov\u00e9m z\u00e1kladu a s vylou\u010den\u00edm st\u00e1vaj\u00edc\u00edch z\u00e1kazn\u00edk\u016f. O\u010dek\u00e1vejte vy\u0161\u0161\u00ed CPA ne\u017e u retargetingu a hodno\u0165te podle pod\u00edlu nov\u00fdch z\u00e1kazn\u00edk\u016f. Z\u00e1v\u011br Criteo v roce 2026 nen\u00ed konkurent PMax a Advantage+, ale t\u0159et\u00ed zdroj v\u00fdkonu s daty, kter\u00e1 Google ani Meta nemaj\u00ed. Vyplat\u00ed se e-shop\u016fm s \u0161irok\u00fdm katalogem, dostate\u010dnou n\u00e1v\u0161t\u011bvnost\u00ed a rozpo\u010dtem od jednotek tis\u00edc EUR m\u011bs\u00ed\u010dn\u011b, a hodnotit se mus\u00ed p\u0159es inkrementalitu, ne p\u0159es vlastn\u00ed dashboard. Chcete v\u011bd\u011bt, jestli Criteo pat\u0159\u00ed do va\u0161eho mixu a kolik v\u00fdkonu nech\u00e1v\u00e1te le\u017eet na stole? Ozv\u011bte se n\u00e1m o bezplatn\u00fd audit , projdeme v\u00e1\u0161 \u00fa\u010det a d\u00e1me v\u00e1m p\u0159\u00edmou odpov\u011b\u010f. Filip Lorenz PPC Specialist V\u011bnuji se v\u00fdkonnostn\u00edmu marketingu a ve sv\u011bt\u011b PPC neust\u00e1le hled\u00e1m zp\u016fsoby, jak d\u011blat v\u011bci chyt\u0159eji a efektivn\u011bji \u2013 proto se"}]},"value":"faq-page"}]},"schema_type":"default","schema_type_options":null,"pillar_content":false,"robots_default":true,"robots_noindex":false,"robots_noarchive":false,"robots_nosnippet":false,"robots_nofollow":false,"robots_noimageindex":false,"robots_noodp":false,"robots_notranslate":false,"robots_max_snippet":"-1","robots_max_videopreview":"-1","robots_max_imagepreview":"large","priority":null,"frequency":"default","local_seo":null,"seo_analyzer_scan_date":"2026-07-28 14:44:15","breadcrumb_settings":null,"limit_modified_date":false,"open_ai":null,"created":"2026-07-22 14:10:26","updated":"2026-08-20 20:46:20","ai":{"faqs":[],"keyPoints":[],"schemas":[],"titles":[],"descriptions":[],"socialPosts":{"email":{"subject":"","preview":"","content":""},"linkedin":[],"twitter":[],"facebook":[],"instagram":[]}},"focus_keyword":"criteo","additional_keywords":null,"truseo_locale":null},"_links":{"self":[{"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/posts\/1939","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/comments?post=1939"}],"version-history":[{"count":7,"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/posts\/1939\/revisions"}],"predecessor-version":[{"id":2371,"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/posts\/1939\/revisions\/2371"}],"wp:attachment":[{"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/media?parent=1939"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/categories?post=1939"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mairateam.com\/cs\/wp-json\/wp\/v2\/tags?post=1939"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}