Paris-based ad tech platform Criteo has unveiled a centre dedicated to the research and development of machine learning technology.

The Criteo AI Lab, which has been backed with a €20m investment over three years, will work with customers and partners on experiments and publish research to promote innovative use of machine learning technology across the industry.

Led by Suju Rajan, VP and head of research at Criteo, the lab will look to shape industry standards for measurement and best practices within machine learning, while leading the conversation around the responsible use of data and making Criteo a leader in the use of deep learning in advertising.

“Criteo possesses very large datasets and computational power, combined with an innovative culture and talents,” said JB Rudelle, Criteo CEO. “We believe this is the perfect mix to succeed in artificial intelligence.”

To help to work toward its goals, Criteo has said it will expand its presence in France and recruitment more people to drive the project.

“Online advertising – the main economic model behind the Internet – is evolving,” said Rajan. “Our ability to face these changes must rely on strong fundamental research dedicated to the creation of new principles, models and algorithms.”