Criteo has acquired fellow French email marketing and retargeting company Tedemis for €17 million up front with €4 million deferred (based on mutually agreed upon milestones), further underscoring the importance of email data in ad tech.
“Criteo and Tedemis are part of the wave to tie different channels together for a more integrated digital marketing experience,” commented Ray Wang, chairman and CEO of Constellation Research. “The combination will help both of the companies improve their mobile ad presence.”
Martin Kihn, research director at Gartner Research, said the acquisition highlights two challenges in programmatic and in retargeting: “The conundrum of mobile display, and a growing appetite to integrate advertising and marketing automation.”
Tedemis’ technology will enable Criteo to augment first-party data (like CRM and email), Kihn explained, and apply that enhanced data to trigger-based marketing and retargeting. This could occur through display advertising or via email inserts.
Criteo’s acquisition follows a trend in which email data continues to be an enterprise and ad tech investment target. For instance, programmatic email targeting solution LiveIntent raised $20 million and retargeting platform AdRoll acquired email startup Userfox. According to Experian Marketing Services 2013 Email Marketing Study figures, about half of all unique email opens now occur on a mobile device, making it a ripe purveyor for media.
Criteo's latest move echoes TellApart's go last fall to snap up email marketing optimization player AdStack; CEO Josh McFarland then touted the email login as a way to foster "longevity" of identity cross-device.