The vendor says the acquisition will improve its ability to determine the likelihood a consumer will click on an ad and make a purchase.

Retargeting ad vendor Criteo has acquired marketing technology firm DataPop. Terms of the deal were not disclosed.

DataPop helps turn retailers’ online product catalogs into paid search and shopping engine ads that appear on Google, Bing, Pinterest, Polyvore, eBay and Amazon. DataPop’s tool then tracks how consumers interact with those ads.

Criteo, which also offers a tool that predicts whether a consumer will click on an ad and make a purchase online, says DataPop’s technology should help it better understand consumers’ shopping behavior. “DataPop technology enables an advanced structuring of large clients’ product catalogs that allows easier and more optimized recommendation to potential end customers,” J.B. Rudelle, chairman and CEO, said during a conference call with analysts.

Criteo’s DataPop acquisition news broke last week on the same day the vendor announced its revenue grew nearly 68% last year.

For the full year ended Dec. 31, Criteo reported:

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  • Total revenue of €745.1 million ($844.5 million), up 67.8% from €444.0 million ($503.2 million) a year earlier.
  • North America revenue of €228.8 million ($259.1 million), up 86% from €123.0 million ($139.3 million).
  • Europe, Middle East and Africa revenue of €366.4 million ($415.0 million), up 54.1% from €237.8 million ($269.3 million).
  • Asia-Pacific revenue of €149.9 million ($169.8 million), up 80.2% from €83.2 million ($94.2 million).
  • Net income of €35.4 million ($40.1 million), up from €1.4 million ($1.6 million).

In the fourth quarter, Criteo reported:

  • Total revenue of €232.8 million ($263.7 million), up 51.3% from €153.9 million ($174.1 million) a year earlier.
  • North America revenue of €85.6 million ($97.0 million), up 121.2% from €38.7 million ($43.8 million).
  • Europe, Middle East and Africa revenue of €104.5 million ($118.4 million), up 48.6% from €70.3 million ($79.6 million).
  • Asia-Pacific revenue of €42.7 million ($48.4 million), up 58.7% from €26.9 million ($30.5 million).
  • Net income of €17.6 million ($19.9 million), up from €3.3 million ($3.7 million).

The vendor’s earnings exceeded analysts’ expectations, which Rudelle attributes to its cross-device marketing product that seeks to help marketers find and target consumers with ads as they navigate the Internet on multiple devices. More than 80% of the vendor’s 7,190 clients use the tool, he said during the call.

 

 

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