Criteo, a digital advertising firm specializing in commerce media (leveraging commerce data to target customers through their shopping journey) announced that it had entered into exclusive negotiations to acquire IPONWEB, an AdTech firm that provides customized ad marketplace solutions, for USD 380 million (USD 305 million in cash and USD 75 million in treasury shares).

The acquisition is expected to enhance Criteo’s service offering to enterprise marketers and agency marketers by leveraging IPONWEB’s demand-side platform (DSP) and supply-side platform (DSP) for ad buying and selling. It will also provide media owners and publishers with additional monetization opportunities as well as access to first-party data management solutions. 

The acquisition is also expected to add more than USD 100 million in annual revenue as well as make a positive contribution to Criteo’s EBITDA and cash flows. 

Criteo is a digital advertising firm providing solutions to marketers, brands, and retailers to create awareness and drive sales. The firm offers an AI-powered self-serve ad platform for managing and analyzing advertising campaigns across a variety of channels, including connected TV (CTV) and mobile. As of December 2021, more than 21,000 marketers used Criteo’s services across a variety of industries.