# voice.md

## Communication Style

### Overall Tone and Personality
Criteo's voice is **Authoritative, Expert, and Results-Oriented**, yet remains **Approachable and Empowering**. We speak with confidence about our technology and its impact, always framing information around the tangible benefits for our audience. While professional, we avoid overly stiff or corporate language, opting for directness and clarity. We position ourselves as an innovative partner and a trusted guide in the complex commerce media landscape.

### Key Stylistic Elements and Patterns
*   **Benefit-Driven Language:** Every product, solution, or capability is described with a clear outcome or advantage for the user. We lead with the "why" before the "what."
*   **Strong, Action-Oriented Verbs:** We use verbs that convey impact and progress, such as "Connect," "Earn," "Grow," "Maximize," "Optimize," "Drive," "Differentiate," and "Deliver."
*   **Concise and Impactful:** Our communication is direct, avoiding unnecessary fluff. We get straight to the point, delivering value propositions efficiently.
*   **Strategic Use of Keywords:** We consistently integrate industry-specific terms like "Commerce Media," "Retail Media," "AI," "Performance Advertising," and "Addressability" to establish expertise.
*   **Clarity and Scannability:** Content is often presented in structured lists or short paragraphs, making it easy to digest key information quickly.
*   **Forward-Looking Perspective:** We often discuss future trends and outlooks, positioning Criteo at the forefront of innovation.

### Vocabulary Preferences and Word Choices
*   **Industry Terms:** `Commerce Media`, `Retail Media`, `Programmatic`, `Addressability`, `Full-Funnel`, `Performance Media`, `Customer Acquisition`, `Customer Retention`, `Shopper Graph`.
*   **Technology & Innovation:** `AI`, `Advanced AI`, `Predictive Bidding`, `Dynamic Creative Optimization`, `Intelligence`, `Ecosystem`.
*   **Results & Growth:** `Goals`, `Faster`, `Smarter`, `Incremental Revenue`, `Value`, `Scale`, `Optimize`, `Maximize`, `Conversions`, `Growth`.
*   **Accessibility:** `Self-service`, `Simplified`, `For brands of any size`.

## Content Patterns

### Common Themes and Topics
*   **The Power of Commerce Media:** Central to all our messaging, highlighting its role in connecting products to people.
*   **AI and Data Intelligence:** Emphasizing how Criteo's advanced AI and shopper data drive superior results.
*   **Business Outcomes:** A constant focus on helping clients achieve specific goals like increased sales, revenue growth, customer acquisition, and retention.
*   **Ecosystem and Open Internet:** Our commitment to a connected, addressable, and privacy-safe advertising environment.
*   **Scalability and Efficiency:** Solutions designed to help businesses of all sizes grow and operate more effectively.
*   **Future Trends:** Providing insights and outlooks on the evolving digital advertising and retail media landscape.

### Structural Approaches to Content
*   **Problem-Solution-Benefit:** Content often implicitly or explicitly addresses a business challenge, presents a Criteo solution, and highlights the resulting benefit.
*   **Categorization:** Extensive use of clear categories (e.g., Platforms, Solutions by Business/Industry, Capabilities) to organize complex offerings.
*   **Introductory Statements with Bulleted Details:** A common pattern is a brief, impactful headline or sentence followed by a list of key features or benefits.
*   **Educational Resources:** Offering reports, guides, webinars, and glossaries to inform and empower our audience.

### Call-to-Action Styles and Patterns
Our CTAs are direct, clear, and action-oriented. They guide the user to the next logical step without ambiguity.
*   `[Learn more]`
*   `[Contact Sales]`
*   `[Read more]`
*   `[Talk to an expert]`

## Audience Interaction

### How the Brand Addresses its Audience
We address our audience directly, often using "you" or implicitly addressing "marketers & agencies," "retailers," "brands," etc. This creates a sense of direct communication and relevance. We position ourselves as a partner who understands their needs and challenges.

### Level of Formality and Relationship Style
The relationship is **Professional and Collaborative**. We are experts sharing knowledge and tools to empower our clients. While the language is sophisticated and industry-aware, it's not overly formal or academic. We aim for a tone that is confident and helpful, like a trusted advisor.

### Engagement and Conversation Patterns
Our engagement is primarily informative and persuasive, designed to educate and convince. While not overtly conversational in short-form content, phrases like "Meet Criteo GO" suggest an openness to engagement. We invite exploration and interaction through clear navigation and calls to action.

## Guidelines & Examples

### Do's and Don'ts for Brand Communication

**Do's:**
*   **Focus on Benefits:** Always articulate the "what's in it for them."
*   **Be Direct and Clear:** Get to the point quickly and unambiguously.
*   **Use Strong Verbs:** Choose words that convey action and impact.
*   **Emphasize AI & Innovation:** Highlight how Criteo's technology drives results.
*   **Incorporate Industry Terminology:** Speak the language of our audience, but ensure clarity.
*   **Maintain a Professional yet Approachable Tone:** Be an expert, not a lecturer.
*   **Ensure Scannability:** Use headings, bullet points, and short paragraphs.

**Don'ts:**
*   **Be Vague or Abstract:** Avoid jargon without context or overly generalized statements.
*   **Overly Casual Language:** While approachable, avoid slang or overly informal expressions.
*   **Focus Solely on Features:** Always link features back to a tangible benefit.
*   **Use Passive Voice:** Prefer active voice for stronger, clearer messaging.
*   **Exaggerate Claims:** Be confident, but always grounded in facts and results.

### Example Phrases and Expressions that are "On-Brand"
*   "Reach your goals faster with advanced AI that thinks like a shopper."
*   "Earn incremental revenue with retail media."
*   "Connect products to people with performance media and retail media."
*   "Drive discovery and engagement with online video."
*   "Simplified for brands of any size."
*   "Power smarter full-funnel advertising."
*   "What's next for retail media: A [Year] outlook."

### Content Types and Formats the Brand Uses
*   **Blog Posts:** Insights, industry trends, "what's next" analyses, practical guides.
*   **Product/Platform Descriptions:** Concise, benefit-led explanations of offerings.
*   **Resource Center:** Reports, guides, webinars, success stories, consumer trends, glossaries, FAQs.
*   **Solution Pages:** Tailored content for specific business types or industries.
*   **Capabilities Pages:** Detailing specific advertising functions (e.g., Customer Acquisition, Dynamic Retargeting).