French performance marketing company Criteo will acquire HookLogic, a retail exchange, ad server and attribution company focused squarely on retailers.
The deal, a $250 million all-cash transaction, gives Criteo a brand new set of customers - including CPG advertisers like Clorox and Kraft.
HookLogic's performance marketing exchange enables these consumer brand manufacturers to bid on sponsored product ads on ecommerce and publisher sites, including those operated by Walmart, Macy's, Target and Sears. HookLogic's CPG customers deliver ads and then measure ROI through its post-click attribution system.
HookLogic has raised a total of $39 million.
HookLogic, founded in 2004, had revenue of $111.3 million in 2015 and a three-year growth rate of 369%, according to the latest Inc. 500/5000 revenuesurvey. It employed 190.
“With HookLogic’s acquisition, Criteo is adding a complementary performance marketing solution to its portfolio, focusing on delivering more value to brand manufacturers and retailers alike,” Eric Eichmann, CEO Criteo, said in a statement.
Following the deal's closure, expected in Q4, HookLogic's products will be maintained, according to Criteo.
At face value, the deal pits Criteo and HookLogic straight up against ecommerce giant Amazon.
While Criteo is generally considered foremost among theretargetersthat mastered the last click marketing online, it has more recently pushed to diversify its value proposition.
More than 50% of its revenue ex-TAC will be derived from mobile this year, and the company rolled out a solution dubbed Universal Match that anonymized data from some 9,300 brand customers to power cross-device matches.
"We combine as high-quality probabilistic matching as possible with a strong deterministic data set layered in," Eichmann told AdExchanger in a recentinterview. "Our solution is based on a real CRM match and logins."
As a combined solution, Criteo alludes to HookLogic adding additional revenue streams, and capabilities that address both online and offline sales attribution demands.