In the digital advertising market, this is the largest operation to date by the French company Criteo, which wants to reposition itself in retail media and its own data, to prepare for the aftermath of the world. Apple and Google ads. Criteo announced on Thursday that it was entering into exclusive negotiations to acquire the British platform Iponweb, for an amount of 380 million dollars.
With this acquisition, Criteo is targeting its Commerce Media platform, designed to “provide merchants and media owners direct access to business audiences on the open Internet,” the company said in a statement.
Iponweb’s technology creates solutions for media owners, ad agencies, and marketers, including offering a media commerce infrastructure to the ad tech industry.
Reduce dependency on cookies and third-party identifiers
Criteo intends to leverage Iponweb’s automated online ad buying and selling platforms, with its customizable demand-side platform (DSP), as well as its supply-side platform (SSP), which enables curation. inventory. Criteo will provide media owners with a broader range of large-scale media spending and access to proprietary data, as “an essential part of their product strategy,” says the company.
Access to more proprietary data for media owners combined with proprietary data for marketers will further enable “much greater activation, interoperability and performance measurement of that data within the enterprise.” Criteo’s business ecosystem ”, emphasizes the company. Criteo will be able to generate large-scale commercial audiences without third-party identifiers, be it third-party cookies or Apple IDFA.
“This is a watershed moment in Criteo’s transformation, with a view to generating sustainable growth and diversifying our revenues, while creating value for all stakeholders from day one. Our customers will be able to benefit from enhanced full funnel capabilities with even more flexible self-service tools, while continuing to leverage Criteo’s unique business data to drive action, measure performance and drive superior results, ”says Megan. Clarken, CEO of Criteo.
“Criteo’s proven excellence in artificial intelligence and unmatched focus on performance at scale have long been highly respected in our industry,” adds Boris Mouzykantskii, Iponweb CEO and Chief Scientist. “We are delighted to join Criteo and together seize the many opportunities in our evolving ecosystem, bringing real added value to our customers, employees and partners. “
The transaction should close in the first quarter of 2022, subject to market authorizations.
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