“It shows them really pushing back into an agency growth strategy versus tech,” the executive continued, noting that it’ll be interesting to watch how Komasinski’s background shapes Criteo’s go-to-market approach moving forward.

Komasinski’s appointment is the conclusion of a “comprehensive search process,” said Rachel Picard, chair of Criteo’s board of directors, in a statement. Picard called Komasinski, “the right leader to spearhead the next phase of the company’s AI-fueled transformation and vision as the world’s leading commerce media platform.”