Ad Rendering best practices

Validating SKUs in Criteo Response using internal API calls

Since the product feed passed to Criteo may not always contain the most up-to-date information, the retailer should implement an internal API validation process to ensure accuracy before rendering products. The validation should focus on the following key aspects:

• Availability check: Before rendering a product, verify its availability through the retailer’s internal API. If the product is out of stock, it should be excluded from the display to prevent a poor user experience.
• Real-time price validation: Instead of relying on the price provided by Criteo (which may be outdated), fetch the most current price from the retailer’s internal system. This ensures that customers see accurate pricing, reducing the risk of checkout discrepancies.
• Rendering Attributes Validation: Any essential rendering attributes (such as product images, descriptions, labels, or promotional tags) should be retrieved from the retailer’s internal API. This ensures consistency in branding and messaging, as Criteo’s feed might not always have the latest updates.

Duplication between Organic & Sponsored products

In cases where Criteo returns ads for products already featured organically:

• Preferred Practice: Render both the sponsored ad and the organic listing.
• Alternative: Remove the organic SKU and display only the sponsored ad.

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Benefit

This approach balances ad visibility and user experience while ensuring ad spend optimization.

Multiple placements per page

When multiple sponsored placements exist on a single page, allow duplication of Sponsored Products.

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Benefit

If no other eligible campaigns are available, the same advertiser can fill multiple placements. This increases their share of voice and ensures ad relevance.