Paris-based consumer recommendations provider Criteo has got a 7 million euro (£5.25 million) second round of funding to roll out in to the UK, Germany, Italy and Spain. The service can capture customer preferences through inviting product ratings and by analysing historical web browsing behaviour. It can then serve up product recommendations based either on what similar people have purchased or on what might be related to previously viewed pages. The idea is, this service is then offered as white-label to ecommerce operators, but it could be used for video sites, too.

It’s only what Amazon (NSDQ: AMZN) has been doing for years, but Criteo says some 4,000 websites installed its new blog widgets last year, generating over 15 million daily product recommendations to over 50 million users. This round is led by Index Ventures and includes existing backers AGF Private Equity and Elaia Partners, from whom Criteo got three million euros (£2.25 million) in seed funds. Britain is first on the list of target territories for the global expansion.