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Criteo buys IPONWEB to promote first-party data plan
December 13, 2021
Ad targeting and retargeting specialist Criteo is acquiring programmatic ad tech company IPONWEB for $ 380 million in cash and shares. Criteo says the deal enables it to position itself as the “commerce media partner of choice for the world of postal third-party cookies and identifiers”.
IPONWEB was founded in 2000 by Boris Mouzykantskii (pictured) and offers a platform for ad exchange, a programmatic and digital ad platform for digital, TV, DOOH (Digital Out of Home) and audio. Its technology is used to develop business solutions for media owners, agencies and marketers and to provide media trading infrastructure for the AdTech industry. In addition, the company’s own U-Predict offers predictions for machine learning and probability modeling; and its U-Slicer tool is used for big data analysis, modeling and exploration.
With this proposed acquisition, Criteo aims to expand its own commerce media platform strategy by using DSP (demand-side platform) and SSP (supply-side platform) solutions, including providing media owners with much larger data to media spending and firstly, access to party data for target audience targeting.
Criteo CEO Megan Clarken commented: ‘This is a pivotal moment in Criteo’s transformation to drive sustainable growth, revenue diversification, and create 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 trading data for targeting, measurement and excellence.
Web pages: www.criteo.com and www.iponweb.com .
All articles 2006-21, written and edited by Mel Crowther and / or Nick Thomas, unless otherwise noted.
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