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Criteo enters into exclusive negotiations to acquire AdTech platform IPONWEB for $ 380 million

With this, Criteo is accelerating its strategic plans to shape the future of commerce media and deliver the commerce audiences at scale to both marketers and media owners across the open internet

Tech company Criteo announced that it has entered into exclusive negotiations to acquire AdTech company IPONWEB for US$ 380 million.

The planned acquisition will be done in a combination of cash and CRTO treasury shares. With this, Criteo is accelerating its strategic plans to shape the future of commerce media and deliver the commerce audiences at scale to both marketers and media owners across the open internet. 

Criteo’s Commerce Media Platform provides marketers and media owners direct access to commerce audiences across the open internet. By connecting marketer and media owner first-party data across its vast network, it powers audience-first advertising solutions throughout the supply chain, helping brands seeking to drive household preference via CTV campaigns, advertise their consumer product on retailer websites and apps, or acquire retail direct customers. 

IPONWEB’s technology has helped to power a diverse advertising ecosystem, building enterprise solutions for media owners, agencies and marketers, and providing media trading infrastructure for the AdTech industry, serving both marketers and media owners in the process. 

With this planned acquisition, Criteo accelerates its commerce media platform vision and offers better control to its enterprise marketers – and their agency partners – by leveraging IPONWEB’s well-established DSP and SSP solutions. The acquisition also expands media owner monetisation opportunities and provides critical services for first-party data management across the ecosystem.

“Joining forces with IPONWEB turbocharges the execution of Criteo's Commerce Media Platform strategy,” said Megan Clarken, Chief Executive Officer of Criteo. “This is a defining moment in Criteo’s transformation to drive sustainable growth and revenue diversification, creating value for all stakeholders from day one. 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.”

“Criteo’s proven excellence in AI and unparalleled focus on performance at scale have long been highly respected in the industry,” said Boris Mouzykantskii, IPONWEB’s Founder, Chief Executive Officer and Chief Scientist. “We look forward to joining Criteo and together seize the vast opportunities in our fast-changing ecosystem, bringing enhanced value for our customers, employees and partners.”

With this Criteo would be able to bring media owners much larger scale of media spend and first-party data access, a critical component of its product strategy.  

The US$ 380 million purchase price is expected to be funded through US$ 305 million paid in cash and US$ 75 million paid in CRTO treasury shares. Closing of the transaction is expected in the first quarter of 2022, subject to regulatory approvals and consultation of Criteo’s French Works Council. 

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