At Criteo, machine learning lies at the core of our business. We use machine learning for choosing when we want to display ads as well as for personalized product recommendations and for optimizing the look & feel of our banners (as we automatically generate our own banners for each partner using our catalog of products). Our motto at Criteo is "Performance is everything" and to deliver the best performance we can, we've built a large scale distributed machine learning framework, called Irma, that we use in production and for running experiments when we search for improvements on our models. In the past, performance advertising was all about predicting clicks. That was a while ago.