Criteo Picks Up MRC Creds For Retail Media; Google Makes Campaign Reports (Slightly) Less Confusing

MRC accreditation for Criteo signifies that the Media Rating Council has reviewed and accredited Criteo's methods for measuring display impressions and click-based metrics for on-site and in-app retail media placements. It also includes Criteo's methods for detecting general invalid traffic, which is a step forward in the maturation of retail media according to Criteo’s CRO, Brian Gleason.

Google has announced changes to the terminology used in Google Analytics and Google Ads to unify the definition of 'conversions'. Now, Google Analytics users have three labels for on-site actions:

• Events: Refers to any action a user can take on the page.
• Key events: Describes actions that a publisher or advertiser wants to prioritize, which were previously considered 'conversions' in Google Analytics.
• Conversions: Now aligned with Google Ads, referring to successfully completed post-impression actions.

Legacy 'conversions' in Google Analytics will be considered as 'key events', streamlining the terminology across both platforms.

The diversity of the modern beverage aisle, with its wide array of 'functional beverages' that claim to promote various health benefits like calmness, gut health, and improved immune system, is considered a feat of marketing because the actual effects of these beverages are questionable. This is particularly evident in Canada, where DTC brands cannot use terms like 'gut health,' 'prebiotic,' or 'antioxidant' in ads or on packaging unless there's a functional purpose backed by a health claim. The appeal of these beverages may lie more in the marketed feeling of self-optimization they sell, rather than their actual health effects.