Advertising technology vendor Criteo S.A. is looking to broaden the services it offers retailers and other advertisers by buying HookLogic Inc., a vendor whose technology places targeted ads on the websites of such retailers as Wal-Mart Stores Inc. and Target Corp.

HookLogic enables online retailers to earn revenue from ads placed on their e-commerce sites and advertisers to target ads at shoppers based on their on-site activity. HookLogic’s pitch is that its platform enables manufacturers to link their marketing spend directly to retail sales, which is distinct from other channels those companies typically use, such as print and TV ads.

Criteo’s ad-targeting software powers product recommendation and bidding predictions. The vendor plans to weave that technology into HookLogic’s platform, which it says will improve the performance of the ads for manufacturers and the e-commerce sites where those ads are hosted.

“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,” says Criteo CEO Eric Eichmann.

152 retailers within the Internet Retailer 2016 Top 1000 use Criteo’s technology, according to Internet Retailer’s Top500Guide.com.

The deal is expected to close in the fourth quarter.