Criteo科韜以2.5億美元收購HookLogic

Criteo科韜以2.5億美元收購HookLogic

法國效果行銷公司Criteo將收購HookLogic,一家專注於零售商的零售交易、廣告服務器和歸因分析的公司。這筆2.5億美元的交易全部以現金支付,收購將給Criteo帶來一批全新的客戶,包括高樂氏、卡夫這樣的快消品品牌。 Criteo被普遍認為是比較成功的廣告技術上市公司之一,它的市場價值已經超過20億美元。

HookLogic創建於2004年,2015年的收入達1.113億美元,根據最近的500/5000公司收入調查,HookLogic的三年成長率達到369%。其僱員有190人。 HookLogic的效果行銷exchange讓快消品品牌商能夠在電商和一些媒體網站上競價贊助產品廣告,這些電商和網站包括沃爾瑪、梅西百貨、塔吉特和西爾斯。

根據Criteo的說法,這筆交易將在第四季度完成,HookLogic的產品會被保留。作為一個聯合解決方案,Criteo按時HookLogic將增加額外的收入來源,以及同時解決線上和線下銷售的歸因能力。

Criteo發現了獲得更多零售客戶的機會。雖然零售商、中間商通常關注店內活動,但移動端和數字消費的增長,讓品牌有意圖把握住上游。作為併購的結果,快消品品牌可以更深入了解產品如何流通,以及影響銷售的因素,比如說店內促銷、數字廣告曝光或者會員計劃。

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