Hey Phaceliacapital,
I follow this company and am well versed in the ad-tech space in general. i'm also impressed by both the business and management. I don't own it but here are some of my thoughts to help understand the industry.
The problem with a lot of ad-tech companies is that they're showing top line growth because of the shift to digital, but almost all (unless they're Facebook/Google) are unprofitable.
Let's go through an example of the players of how the dollars flow.
Coke has a $10M advertising budget. In the past they would spend this on TV/billboards/etc
ESPN.com is a content publisher. they have x number of readers and can deliver x number of impressions.
Most ad-tech black box programmatic companies.. basically buy ad inventory, sometimes speculatively, and resell at a profit. As competition has increased, bidding for inventory increases and profitability is hurt. All agencies have a trading desk in house now and even some larger companies have trading desks to take care of their programmatic bidding. So before an ad-tech company would be able to buy $7M of inventory and sell it back to Coke for $10M. As competition has increased, companies are now buying the same or less inventory for more, hurting margins.
Criteo's black box is re-targeting.
Right now CRTO buys inventory and is able to deliver a great ROI on that inventory because re-targeting as a business model works.
Do you think long term re-targeting can continue its above normal profitability?
Do you know if competitors will enter the market?
I believe the seeking alpha article is incorrect. Criteo is able to charge a higher price per CPM because it delivers results, not clicks. And comparing the company to Valeant is ridiculous.