Criteo, an ad-tech business, has purchased IPONWEB, a market-leading ad-tech company, for $380 million in cash and CRTO treasury shares.
Criteo’s strategic goals to create the future of commerce media and deliver the finest commerce audiences at scale to both marketers and media owners across the open internet are accelerated with this purchase.
The Commerce Media Platform from Criteo is designed to give advertisers and media owners direct access to commerce audiences across the internet.
Criteo powers seamless audience-first advertising solutions throughout the supply chain by connecting marketer and media owner first-party data across its vast network, assisting brands looking to drive household preference via CTV campaigns, advertising their consumer products on retailer websites and apps /acquiring retail direct customers.
IPONWEB’s technology has aided in the development of an open and diversified advertising ecosystem for over 20 years, delivering enterprise solutions for media owners, agencies, and marketers, as well as media trading infrastructure for the AdTech industry, benefiting both marketers and media owners.
By leveraging IPONWEB’s well-established DSP and SSP technology, Criteo accelerates its Commerce Media Platform vision and delivers better control to its enterprise marketers – and their agency partners.
The acquisition also extends revenue potential for media owners and provides important first-party data management services across the ecosystem.
In collaboration with IPONWEB, Criteo will establish itself as the open internet’s commerce media partner of choice for the post-third-party cookie and identifier environment.
IPONWEB’s open technology and culture are perfectly matched with Criteo’s mission to promote a fair and open internet where technology enables consumers, advertisers, and media owners to discover, innovate, and choose.
Both firms have a deep technical culture that allows them to develop and tackle hard challenges at scale. They are also global with European roots, with privacy-conscious, sophisticated datasets and AI at their core.
By combining Criteo’s large media trading marketplace, Demand-Side Platform, and Supply-Side Platform with IPONWEB’s large media trading marketplace, Demand-Side Platform, and Supply-Side Platform, Criteo would be able to provide media owners with a significantly greater scale of media expenditure and first-party data access.
Having access to more first-party data from media owners and being able to marry their first-party data assets with that of marketers allows for better first-party data activation, interoperability, and measurement within Criteo’s commerce ecosystem, making Criteo’s commerce audiences more universally accessible to a broader range of media buyers.
Criteo would be able to scale the most successful Commerce Audiences without the use of third-party identifiers like cookies or IDFA.
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