Criteo is widening its Southeast Asia footprint through a reseller agreement with ad tech company Tyroo Technologies. The partnership covers Thailand, Malaysia and the Philippines and gives local advertisers a clearer path to Criteo’s commerce intelligence and performance media tools.
What the deal includes
Tyroo will promote Criteo’s performance media solutions across the three markets, acting as a local reseller and support layer for brands and agencies. The companies said the arrangement is intended to strengthen Criteo’s on-ground presence and advertiser support in Southeast Asia.
- Markets: Thailand, Malaysia and the Philippines
- Partnership type: Strategic reseller agreement
- Core focus: AI-assisted commerce campaign activation and full-funnel performance media
- Existing relationship: Criteo and Tyroo have worked together in India since 2021
Why a reseller model makes sense
For Criteo, the partnership adds regional sales and service capacity without building large in-market teams from scratch. For Tyroo, it strengthens a portfolio anchored in local ad tech infrastructure and regional client relationships. The result is a go-to-market model that combines a global platform with local execution.
Sukesh Singh, Managing Director, Southeast Asia at Criteo, said the collaboration would help advertisers “reach high-intent audiences more effectively across channels and drive full-funnel outcomes.” Bharat Arora, Country Head, India at Tyroo, said the move reflects a belief that “global innovation delivers its greatest impact when combined with deep regional expertise.”
What it means for marketers
Southeast Asia’s fast-growing digital commerce market is drawing more performance budgets, but campaign execution still varies by country. A local reseller can reduce adoption barriers for marketing teams that want AI-assisted audience targeting, retail media insights and measurement without having to manage a platform from a distance.
For agencies and brand teams in Thailand, Malaysia and the Philippines, the practical watchpoint is how Tyroo bundles Criteo’s solutions with local support, onboarding and campaign management. Teams already running Criteo campaigns in India or other regional markets may find it easier to plan consistent measurement and audience strategies across borders.
The India foundation
The expansion is built on an India partnership that started in 2021. That history gives the relationship a tested playbook, though Southeast Asia’s three markets come with different commerce platforms, consumer habits and media landscapes. The next phase will show whether the model translates beyond a single large market.
What to watch next
The announcement does not spell out commercial terms or a rollout timeline. The strategic signal is clear: commerce media platforms are using partner-led expansion to capture Southeast Asia’s retail media opportunity. Expect more global ad tech and martech players to pursue local alliances as brands shift budgets toward commerce-driven, full-funnel advertising.
Source: MediaNews4U
