Klarna maximizes sales by delivering the right ads with the right audiences on-app via Criteo’s SSP

The Challenge: Optimizing reach with programmatic access

Klarna is a next-generation shopping service and flexible payment solution that transforms the checkout experience for shoppers.

The company wanted to unlock programmatic access to its unique native advertising inventory, enabling advertisers to reach consumers in a shopping mindset with flexible payment options during their purchase journey in the Klarna app.

The Solution: Unlocking reach by connecting Klarna’s inventory with Criteo’s network

Klarna partnered with Criteo, the world leader in commerce media across the open web, to tap into flexible monetization offerings—ranging from Criteo’s turnkey demand from 19,000+ Commerce Growth clients and programmatic options for agencies and brands.

For buyers activating campaigns on Criteo, Klarna’s in-app inventory has been invaluable in engaging target users at the right moment—consistently boosting performance and delivering highly competitive ROAS.

The Results: Giving conversion rates a triple boost

The results speak for themselves: Criteo demand clients experienced a 3x higher conversion rate on Klarna inventory compared to other app inventories. They also generated a 2x higher click-through rate compared to the industry average of 0.95%. With an 81% bid rate, there is a clear alignment between Klarna’s value proposition and the needs of Criteo advertisers.

The Takeaway: Leveraging Klarna’s integration with Criteo

For advertisers and agencies running campaigns on buying platforms outside of Criteo (e.g., DV360 or The Trade Desk), Klarna and Criteo now offer highly effective PMPs. These deal IDs leverage Klarna’s unique in-app inventory and are enriched with Criteo’s commerce audiences. For the first time, brands can access these packages, featuring exclusive point-of-purchase supply formats and deterministic commerce signals, from any DSP—not just Criteo. This allows brands to reach Klarna shoppers and drive traffic directly to retailers without intermediaries. Advertisers in the US have already reported CTRs up to 25 times the industry average.

• Commerce collectives amplify outcomes: To engage today’s shoppers, Klarna and similar commerce collectives have curated shopping experiences that facilitate effortless discovery of new products
  and brands. Whether shoppers are exploring online, testing products, or blending digital and physical journeys, agencies and brands must stay agile to connect with shoppers who are actively seeking new products. This adaptability is crucial for maintaining relevance in an ever-changing marketplace.
• Future-proofing commerce: Klarna’s innovative shopping experience reduces friction and boosts conversions, catering to shoppers who value convenience and flexibility. By offering easy payment options that allow shoppers to pay how they want over time, Klarna empowers consumers to shop more frequently, with greater confidence.