Allison Metcalfe

Allison Metcalfe is a senior AdTech executive known for steering Criteo's U.S. business through one of the most consequential transitions in digital advertising history — the industry-wide shift away from third-party cookies toward privacy-first, first-party data strategies. As VP and Head of U.S. at Criteo, she oversees the company's American commercial operations and is a key architect of its repositioning as a commerce media platform, helping brands, retailers, and agencies unlock the value of retail media networks and first-party data. Metcalfe brings extensive experience across the programmatic and performance marketing landscape, having worked in leadership roles within the AdTech ecosystem prior to her current position. Her career has spanned demand-side platforms, data-driven advertising, and commerce media, giving her a broad operational perspective on how technology, data, and media intersect. At Criteo, she has been central to building partnerships with major U.S. retailers and advertisers as the company expands its Commerce Media Platform offering. Known for her ability to translate complex industry shifts into actionable business strategy, Metcalfe is a recognized voice on topics including retail media, identity resolution, and the future of performance marketing. She regularly engages with industry bodies and speaks at major AdTech conferences, advocating for sustainable, privacy-compliant advertising solutions that deliver measurable outcomes for marketers.

• Bachelor's Degree, University of Illinois at Urbana-Champaign

• Led Criteo's U.S. commercial strategy during its pivotal transformation into a commerce media platform
• Oversaw expansion of Criteo's retail media network partnerships across major U.S. retailers
• Helped reposition Criteo's value proposition for a cookieless advertising environment