Deal: Baker McKenzie has advised global e-commerce marketing company Criteo in its acquisition of Australian retail media software platform Brandcrush.

Value: Undisclosed

Area: Merger and acquisition

Key players: The Baker McKenzie team was led by partner Tharani Dharmaraj and Frank Castiglia and supported by Alanna Rennie and Anthony Guerrieri, with support from specialist teams across the firm.

Deal significance: Brandcrush provides a platform that allows retailers and brands to manage media orders, inventory, and supplier management across all media channels. Criteo’s retail media solutions include sponsored ads, on-site display, and off-site ads.

Commenting on the deal, Ms Dharmaraj said that “this represents a strategic acquisition for our client, Criteo and will allow the company to offer an omnichannel monetisation solution for retailers to manage their entire media inventory”.

“The transaction kicked off just prior to Christmas and was negotiated in a very compressed time frame dealing with Criteo teams in both Europe and the US,” she said.

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“The target being a start-up required innovative arrangements to deal with and purchase shares from VC investors and almost 50 shareholders.”