{"id":416485,"date":"2025-12-10T06:57:29","date_gmt":"2025-12-10T11:57:29","guid":{"rendered":"https:\/\/www.criteo.com\/?p=416485"},"modified":"2026-01-20T10:52:35","modified_gmt":"2026-01-20T15:52:35","slug":"introducing-agentic-audiences","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/blog\/introducing-agentic-audiences\/","title":{"rendered":"Introducing Agentic Audiences"},"content":{"rendered":"

It\u2019s\u00a0time to talk\u00a0about the elephant\u00a0in the room.<\/span>\u00a0<\/span><\/p>\n

In marketing and media planning, we all have a \u201cprocess\u201d.\u00a0For\u00a0many of us, that usually involves a second monitor, a lukewarm cup of coffee, and a spreadsheet\u00a0that’s\u00a0starting to look like something out of\u00a0<\/span>The Matrix<\/span><\/i>.\u00a0<\/span>\u00a0<\/span><\/p>\n

You stare at a brief that\u2019s asking for \u201ceco-conscious millennials who love hiking\u201d, then you glance across as a drop-down menu populated with either Sports Enthusiasts<\/em> or Green Living<\/em>. <\/span>Hardly the most\u00a0granular of\u00a0options.\u00a0<\/span>So, you make a choice. You choose the segment that\u2019s <\/span>good\u00a0enough<\/span><\/i>. Because it’s as close as you\u2019re going to get without spending three days at your desk.\u00a0<\/span><\/p>\n

But\u00a0that raises\u00a0a rather\u00a0uncomfortable\u00a0question:\u00a0Is \u201cgood enough\u201d\u00a0<\/span>really\u00a0<\/span><\/i>good\u00a0enough?\u00a0<\/span>\u00a0<\/span><\/p>\n

When your (or your\u00a0client\u2019s) budget is on the line, settling for\u00a0guesswork\u00a0is a gamble \u2013\u00a0but\u00a0it\u2019s\u00a0not a strategy. And, frankly, you deserve better.<\/span>\u00a0<\/span>At Criteo, we believe audience planning could do with a bit of a tune-up. It\u2019s too manual, too imprecise, and too disconnected from the way people actually shop and buy. <\/span>\u00a0<\/span><\/p>\n

So we created two new ways to make audience planning smarter, faster, and more streamlined than ever before.<\/p>\n

Meet Audience Agent\u00a0<\/strong>for Commerce Growth and\u00a0Audience Planner<\/strong> for Commerce Grid.\u00a0<\/span><\/p>\n

Bridging the gap between guessing and knowing<\/h2>\n

Before we introduce the new tools, let’s take a step back and look at why we built them.<\/p>\n

For years,\u00a0we\u2019ve\u00a0been trapped in a cycle where we begin with an\u00a0<\/span>assumption\u00a0<\/span><\/i>(\u201cI think my buyer looks like this demographic\u201d) rather than a\u00a0<\/span>goal\u00a0<\/span><\/i>(\u201cI need to\u00a0acquire\u00a0new customers who will actually buy\u201d).\u00a0<\/span>\u00a0<\/span><\/p>\n

This gap between guessing and knowing creates two substantial problems:<\/span>\u00a0<\/span><\/p>\n

    \n
  1. Users hate irrelevant ads<\/span><\/b>. True personalization requires that you know who the user actually is, rather than who they look like on paper.<\/span><\/li>\n
  2. Advertisers waste\u00a0money\u00a0<\/span><\/b>targeting users who have zero intention of ever buying their products.<\/span><\/li>\n<\/ol>\n

    Of course, we keep working this way because the traditional workflow traps you between speed and confidence<\/span>:<\/span><\/span>\u00a0<\/span><\/p>\n