What is it?

Brands can now bid on relevant competitor‑branded keywords if you opt into conquesting. They’ll also get more control over keyword targeting and improved reporting to easily measure their conquesting performance.

We have introduced a new line item-level workflow that allows advertisers to deploy sophisticated keyword targeting strategies that include both offensive competitor keyword conquesting and defense of their own branded searches.

This new workflow gives you the ability to vary bidding, budgeting, and targeting approaches by the types of keywords each line item is allowed to target. They will be eligible to bid for some or all of the following keyword types, depending on the configuration of the line item’s individual settings:

Generic: non-branded, broad category terms
Branded: keywords containing your licensed brand and product names
Conquesting: competitors’ branded keywords

If you wish to enable this feature for your advertisers, please reach out to your Criteo representative.

Why?

These new features together unlock increased visibility for relevant products and introduce new opportunities for brands to connect with shoppers. By opening up branded search terms to competitor bidding, you can expect:

Improved fill rates & ad revenue through new competition on previously uncompetitive keywords,
Enhanced shopper experience with a wider range of relevant product options surfaced at key decision points.

🌟 Learn More:

What's New March 2026