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Criteo acquires Australian retail media software platform
Nasdaq-listed global commerce marketing technology company Criteo has acquired Brandcrush, in a move for strategic growth.
Lauren Croft
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Firm: Baker McKenzie (Criteo)
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.
“The target being a start-up required innovative arrangements to deal with and purchase shares from VC investors and almost 50 shareholders.”
Lauren Croft
Lauren is a journalist at Lawyers Weekly and graduated with a Bachelor of Journalism from Macleay College. Prior to joining Lawyers Weekly, she worked as a trade journalist for media and travel industry publications and Travel Weekly. Originally born in England, Lauren enjoys trying new bars and restaurants, attending music festivals and travelling. She is also a keen snowboarder and pre-pandemic, spent a season living in a French ski resort.
