Criteo Acquires U.S.-Based Manage To Dig Deeper Into Apps
Renovata client Criteo has established a strong track record for growth by acquisition in the past five years, accelerating its reach in the complex web of segments that make up the Adtech market. Just two months ago it completed the acquisition of Storetail, the e-commerce marketing operation.
MediaPost reports that the latest piece in the marketing puzzle to join the Criteo family is Manage, a US-based advertising business which focuses on in-app advertising inventory. As well as giving Criteo new exposure to more app-driven marketing requirements (gaming, food delivery, new app installs etc.) as opposed to its core e-commerce sectors (retail, travel), the acquisition serves a more structural purpose, too. Benoit Fouilland, Criteo CFO says that it is also a means to reduce the industry’s reliance on cookie-driven advertising technology.
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