By Luís Daniel Rijo in Retail News — May 24, 2021

Criteo buys Mabaya

Mabaya will expand Criteo’s Commerce Media Platform.

Criteo this month announced the acquisition of Mabaya, a company specialist in sponsored products and retail media monetization, headquartered in Tel Aviv, Israel. Mabaya will expand Criteo’s Commerce Media Platform.

“We have been developing and offering state-of-the-art tools to help marketplaces engage sellers and brands with Sponsored Product ads and monetize their traffic,” said Jonathan Kogan, CEO at Mabaya. According to Criteo, Mabaya’s technology complements Criteo’s Commerce Media Platform by enhancing Criteo’s ability to serve traditional omnichannel retailers as they grow their own online marketplace businesses.

“Criteo already powers the largest open retail media ecosystem outside of the walled gardens, and with the acquisition of Mabaya, we can now better serve the needs of marketplaces and their sellers,” said Geoffroy Martin, EVP and General Manager, Growth Portfolio at Criteo. “Marketplaces serve an essential function of helping consumers discover and purchase the widest assortment of products. Supporting this rapidly growing market segment is a tremendous growth opportunity for Criteo. With the addition of Mabaya’s technology to our solutions, no company is better positioned than Criteo to address the massive retail media market opportunity.”

Criteo Retail Media has now over 100 global retailers, more than 120 agency partners, and over 1,000 brands. In 2020, Criteo Retail Media grew 53%, generating $400 million in advertising revenue for retailers and $3.3 billion sales for brand advertisers amid an increasingly competitive e-commerce market.

Last year, Criteo launched a self-service ad platform for retail ads.

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