Singapore – Criteo has appointed Tyroo Technologies as a reseller to expand its commerce intelligence platform into Thailand, Malaysia and the Philippines. The agreement, announced on 16 September 2026, will see Tyroo promote Criteo’s performance media solutions to advertisers across the three Southeast Asian markets.
Under the arrangement, Tyroo will extend Criteo’s on-the-ground presence, giving advertisers in these markets more direct, in-market access to its proprietary commerce intelligence platform. According to Criteo, this comes as brands in the region look to scale their AI-assisted commerce strategies.
The move builds on an existing relationship between the two companies. Criteo has worked with Tyroo in India since 2021, and the expansion into Thailand, Malaysia, and the Philippines marks the next phase of that collaboration.
Furthermore, the partnership forms part of Criteo’s broader push into Southeast Asia. The company says it is scaling into the region through established local partners with deep market expertise and existing advertiser relationships, rather than building out its own regional infrastructure from scratch.
Sukesh Singh, Managing Director, SEA at Criteo, said the partnership aims to make a tangible difference to AI-assisted commerce campaign activation.
“We are delighted to announce our partnership with Tyroo in our efforts to grow and expand our coverage in Thailand, Malaysia and the Philippines, making a real difference in AI-assisted commerce campaign activation,” Singh said.
As commerce continues to grow across Southeast Asia, we’re confident this partnership will help advertisers in these markets reach high-intent audiences more effectively across channels and drive full-funnel outcomes through our commerce intelligence platform.”
Meanwhile, Bharat Arora, Country Head, India at Tyroo, framed the tie-up as a combination of global innovation and local execution.
“At Tyroo, we’ve always believed that global innovation delivers its greatest impact when combined with deep regional expertise. We’re excited to extend this collaboration with Criteo into Southeast Asia using our local teams and infrastructures to help advertisers and global brands unlock the full potential of Criteo’s commerce intelligence across Southeast Asia’s dynamic digital economy,” Arora stated.
As a result, advertisers in Thailand, Malaysia and the Philippines are expected to gain more localised support for campaign activation. Both companies say the deal lays the groundwork for further regional growth.
