India is the fastest growing market in APAC for the Paris-based personalized retargeting company Criteo, according to the company's Founder and Chairman JB Rudell. In 2018, Criteo claims it has grown 65 per cent y-o-y in India with strong growth in app retargeting.

App retargeting is a form of advertising that lets marketers sends personalized messages to potential customers as they are browsing other apps or websites on their phones.

Compared to other markets such the US and Europe which are web-centric, India is focused on mobile apps, he adds. Due to the rise in adoption of mobile, there is a significant shift from e-commerce to m-commerce.

However, several studies show 80 percent of apps are used only once after download. This is where companies use personalized re-targeting products, where brands show ads based on the user's preferences to convert them to a customer.

"Our differentiator is in the amount of shopper behavior, which we are able to see. We look at almost 1.2 billion active monthly shoppers, and 4 billion plus product interactions every month with more than $760 billion sales transaction analyzed," says Rudell.

As per reports, online shoppers use two or more devices for shopping online. For that, Rudell says, it is important to be able to connect the dots between diverse plans for a flawless shopping knowledge, when customers move from one device to another one by leveraging higher cross-device dimension tools. This would help them in identifying consumers and capture a holistic view of their shopping journey. He adds, Criteo's studies show that conversion rates using cross device are up to 2 xs higher than a per-device view.

Criteo works with several brands such as Nykaa, Shopclues, Tata CLiQ and Yatra.com.