Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry.

In this edition we head to London, to speak with the UK managing director of Criteo.


Jon Buss

Job title and company: 

UK managing director, Criteo. 

In one sentence, how would you describe what the company does? 

Through our proprietary predictive algorithms, coupled with deep insights into consumer intent and purchasing habits, Criteo enables companies to engage and convert their customers online whether they are on a desktop, laptop, tablet or smartphone. 

What are the company’s unique selling points?

  • Scale and performance – eight+ years R&D and investment, supported by a flexible and scalable infrastructure​.
  • Deep data-driven understanding of consumer intent and behaviour – access to consumer purchase behaviour data and our own operating data and insights.
  • Liquidity of demand and supply – direct relationships with 4000+ advertisers and 6000+ publishers.
  • Mobile ready – both browser and in app.
  • Global presence – operational in 40 countries.

Within the last six months/year, what stands out as the company’s major milestones? 

From our IPO in October, 63.3% YoY growth, two acquisitions, launches in new markets and serious investment in our mobile offering, it’s been a busy year for Criteo.  Following are a few highlights:


Last year, Criteo acquired AD-X Tracking, a mobile technology company which allows brands and agencies to track, monitor and report advertising performance on mobile applications across 100s of ad solutions.  This was an important step in our mobile strategy as it places Criteo in a unique position as the one-stop display performance partner for both desktop and mobile devices.
The acquisition of Tedemis earlier this year, a leading provider of real-time opt-in personalised email marketing solutions that help advertisers turn web visitors into customers, positions Criteo to extend our differentiated and personalised digital performance advertising solutions to new channels.


Last year, Criteo became available across the mobile web.  We are now able to provide highly relevant, individually personalised ads across all leading mobile devices, and optimise these in real-time to maximise sales
We also announced our Mobile In-App Performance Display ad solution for app developers and marketers to engage and convert users.
Last month along with TapCommerce and ActionX, we released our In-App Deeplinking Specification and Best Practice Guide to help mobile app publishers create effective, seamless cross-media user experiences and marketing campaigns.

Duration in current role: 

One year.

Where are you based? 

London, right by Oxford Circus.

Previous performance marketing-related companies have you worked at:

Prior to Criteo I spent five years at Experian, initially running their database marketing business and then leading all their digital marketing companies including Hitwise & CheetahMail.  Prior to Experian I ran sales at Dun & Bradstreet’s UK B2B marketing services business for four years.

What are your main job responsibilities?

To lead Criteo’s UK operation and to ensure my team deliver great value and ROI for our advertisers and publishers whilst still having fun.  I believe it’s also crucial to create and maintain a great culture and environment, which attracts, develops and retains the best talent in our rapidly growing business.  Criteo has seen amazing growth over the past year and we’re now a company with a grown up structure whilst maintaining a start-up culture.

Take us through what you get up to on a typical working Monday: 

Coffee followed by coffee followed by a ‘kick off the week’ management meeting.  We review our financial metrics and the priorities for the week ahead.  I try to hold the majority of my internal meetings on Monday, allowing me to then prioritise my time throughout the rest of the week meeting with senior level clients and publishers.

What top three websites can you be found browsing during your lunch hour? 

I’m an App guy.  I’m a fan of Flipboard for my news during lunch and on my commute home and I also rely on Evernote and Dropbox throughout the day – who needs anything else when you can aggregate all your interests and content in one app.

What are your top three tips for someone looking to get their hands on a job like yours? 

  • Hire the best people you can find and invest in them.
  • Be very clear on what is required and allow people to achieve through their own plan.
  • Read as much as you can and be interested in ideas and news beyond your own patch – it will enable you to communicate widely and often.

Career-wise, where do you see yourself in three years time?  

Running a beach bar in Tobago – although my kids might not allow that career choice to become a reality!

Tell us one thing people at work don’t know about you?   

I’ve just found out that I enjoy Pixar animation films – Toy Story is sheer joy.  And I’m secretly thrilled at the rumours of a Finding Nemo sequel in production.