Sophie Blake
Paris, France-based commerce media company Criteo announced on Tuesday that it has acquired Australian omnichannel media platform Brandcrush. The companies didn’t disclose the financial terms of the acquisition.
Founded in 2018 by Teresa Aprile and Matthew Hurle, Brandcrush’s platform offers a purpose-built solution for managing retail media orders, inventory, and supplier management across all media channels.
In its press release, Criteo said that the acquisition will enable it to offer retailers a comprehensive global omnichannel monetization solution to manage their entire media inventory across ecommerce and physical retail. It’ll also help it grow its footprint and strengthen its offerings in the Asia Pacific region, the company said.
Sherry Smith, Criteo’s General Manager of Global Enterprise, said: “As marketers continue to invest in retail media, offline is emerging as the new frontier – and brands and agencies must be able to effectively plan, execute, and measure their campaigns in an integrated way. Brandcrush directly addresses the current market need for consolidated offline and online advertising management, and our combined solutions will make omnichannel retail media strategies a reality, empowering retailers to own their entire retail media ecosystems.“
Brandcrush Co-Founder and Chief Executive Officer Teresa Aprile commented: “By combining forces, we’re bringing together our platform with Criteo’s best-in-class retail media technology to create the most effective monetization platform for retailers. With Criteo’s retail media client footprint of 175+ retailers and nearly 1,800 brands – unlike any others in the industry – we’re also tapping into their unique scale to truly harness the power of omnichannel across the entire advertising ecosystem.“
In August last year, Criteo also completed the acquisition of ad tech firm IponWeb for $250 million. Meanwhile, the company reportedly started a new sale process last month to attract potential buyers, according to sources familiar with the matter who spoke to Reuters.
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