Retail (or commerce) media has been one of the most promising growth areas in digital advertising over the last few years. But you can’t have gold without a rush—and in this case, its a rush of retailers trying to become ad networks, and a rush of vendors with all the tools to help them power up.

If there’s one adtech company that’s long been associated with retail, it’s Criteo. It got its start as a retargeting firm, and benefited from the retail media boom. But lately a bunch of upstarts have emerged, claiming to offer better tech at cheaper prices. Criteo has also suffered attrition, as clients like Uber Eats and Target’s Roundel have rolled back their relationship with the public company. 

But Criteo has held steady so far despite these headwinds. In this episode of Adspeak, retail and commerce editor Kathryn Lundstrom looks at how Criteo has managed to hold up amidst a sea of upstart competition—for now.

With many RFPs still undecided, September will be a major moment for the company. And of course, Criteo continues to fight a two-front war. Besides a handful of new companies nipping at its heels, it still has to contend with Amazon, the ecommerce giant that’s also releasing new products that seem to take aim at one of Criteo’s core value props: helping companies build their own retail media networks.