This acquisition should help the former flagship of French Tech to reduce its dependence on cookies.

French online advertising specialist Criteo announced Thursday that it is entering into exclusive negotiations to acquire British technology platform Iponweb for $380 million, its biggest deal to date.

This “strategic acquisitionby a specialist in advertising data trading, financed mainly with equity and 20% by Criteo shares, aims to help the former flagship of French Tech to reduce its dependence on cookies. It should be finalized in the first quarter of 2022, subject to authorizations for use.

Criteo is trying to evolve from a historical activity of advertising retargeting towards advertising on e-commerce sites, which are booming and have the advantage of holding first-hand data on their users. The group listed on the Nasdaq on the New York Stock Exchange also wishes to extend its targeting to new technologies such as connected televisions.

To do this, it intends to rely on the automated online ad buying and selling platforms of IponWeb, one of the still independent players in a market largely concentrated in the hands of Gafa, Google, Facebook and Amazon in head.

Additional annual revenue of $100 million

Access to more first-hand data from media owners and the ability to combine this with data from marketers will enable far greater activation, interoperability and performance measurement of this data within of the Criteo business ecosystem“, explains the group in a press release.

Criteo will be able to drive top-performing commercial audiences at scale without any third-party identifiers – whether cookies or IDFAs.“, the advertising identifiers of the iPhone, which are now the subject of a request for specific consent from Apple, adds the group. Criteo aims to generate additional annual revenue of $100 million, excluding the cost of traffic acquisition. It also indicates that it is using the operation to accelerate its share buyback program, and confirms its financial forecasts for the current financial year.

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