Tjeerd Hoek
Chief Technology Officer at Criteo
Leading Criteo's technical transformation from a retargeting company to a full-stack commerce media platform, with particular focus on cookieless identity solutions and retail media infrastructure at scale.
Last updated May 30, 2026 by the ATDb Editorial Team
Tjeerd Hoek is the Chief Technology Officer at Criteo, where he leads the engineering and technology strategy for one of the world's largest commerce media platforms. He is best known for steering Criteo's technical evolution through one of the most disruptive periods in digital advertising history — navigating the deprecation of third-party cookies, the rise of privacy regulation, and the explosive growth of retail media networks. His work sits at the intersection of machine learning, identity resolution, and large-scale ad infrastructure serving thousands of global advertisers and publishers. Under Hoek's technical leadership, Criteo has invested heavily in cookieless targeting technologies and privacy-preserving identity solutions, positioning the company as a key player in the post-cookie advertising ecosystem. He oversees engineering teams building the Commerce Media Platform, which connects retailers, brands, and publishers through advanced audience targeting, sponsored product advertising, and offsite media capabilities. His focus on scalable, privacy-first infrastructure reflects the broader industry shift away from third-party data dependency. Hoek brings extensive experience in building and scaling complex technology platforms in the AdTech and data-driven marketing space. His tenure at Criteo has coincided with the company's strategic pivot from a performance retargeting specialist to a comprehensive retail media and commerce media solution provider, a transformation that required significant re-architecture of core technology systems and the development of new identity and measurement capabilities.
Senior Engineering Leadership Role
Criteo (Prior to CTO appointment)
- Computer Science degree from European university
- Led Criteo's technical strategy through the transition away from third-party cookie dependency, building out cookieless identity and targeting capabilities
- Oversaw engineering development of Criteo's Commerce Media Platform, expanding the company's capabilities beyond retargeting into full-funnel retail media
- Scaled Criteo's machine learning and AI infrastructure to serve thousands of global advertisers and publishers across retail media networks