Criteo, the commerce and media platform, has entered exclusive negotiations to acquire adtech company IPONWEB. The cost of the acquisition will be $380 million. The move is aimed at strengthening Criteo’s offering for the post-third-party cookie world.
Criteo offers audience-based advertising solutions across the open Internet by compliantly connecting first-party data across its network of brands and media. IPONWEB provides an enterprise media trading infrastructure for advertisers and publishers with DSP and SSP solutions.
“Criteo’s customers would benefit from enhanced full-funnel capabilities with even more flexible self-service tools, while continuing to leverage Criteo’s unique commerce data for targeting, measurement and superior outcomes,” said Criteo CEO Megan Clarken in a release.
Why we care. There will be more than one way to reach relevant audiences in the post-cookie world. Enhanced contextual advertising solutions may be one of them. But many brands (and publishers) are betting on first-party data. First-party data owned by any one brand can be limiting. Criteo is one player that allows clients to connect their first-party data (free of PII), thus increasing their reach. With this move, it’s looking to ad tools that help activate those audiences within Criteo.
About The Author
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
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