Criteo Acquires Ad Matching Firm DataPop

Paris-based ad targeting and retargeting specialist Criteo has acquired DataPop - a US firm which tailors online ads to each consumer based on their demographics, location and intent. Terms of the deal were not disclosed.

Datapop, founded in 2008 by Jason Lehmbed and John Zimmerman - alumni of DoubleClick, Yahoo! and Overture Services - claims its technology generates 'the perfect online ad' for each product or service. This technology is used for connecting retail products to shopping intent data, while the firm's 'Product Knowledge Graph' captures relationships between every product and shopper seen by its systems, in order to provide an integrated view of a retailer's business.

The company has been acquired by Criteo, which uses predictive software combined with insights into consumer intent and purchasing habits, to deliver targeted ads in real-time. Criteo announced the Datapop acquisition in its latest financial report, in which the firm stated a 71% increase in fourth quarter revenue to $233m (compared with EUR136m in the prior year period), and 68% increase in fiscal year 2014 revenue to EUR 745m (compared with EUR 444m in 2013).

Web sites: www.criteo.com and www.datapop.com .