Passback enables buyers other than Criteo to monetize your inventory if we’re not able to buy it. Using our passback technology means you don’t lose any monetization opportunity.
Passbacks typically target your ad server, so you can continue monetizing the same way you were before working with Criteo. By providing your existing advertiser tag, we can transparently pass back any unpurchased impressions to your existing monetization strategy.
Contact your Criteo Account Manager for help setting up passbacks.