Global technology company, Criteo has announced the acquisition of Mabaya, a retail media technology company that powers sponsored products and retail media monetisation for major eCommerce marketplaces. 

The acquisition of Mabaya is an important building block of Criteo’s Commerce Media Platform strategy, expanding Criteo’s ability to help marketplace sellers and brands drive more product sales, while enabling retailers and marketplaces to grow new retail media revenue streams. 

In 2020, Criteo Retail Media grew 53 per cent, generating $400m (£281.63m) in advertising revenue for retailers and $3.3 bn sales for brand advertisers amid an increasingly competitive eCommerce market. The companys growth dramatically accelerated to 122 per cent year-over- year in the latest quarter.

With the acquisition of Mabaya, Criteo can now offer Retail Media solutions optimised for the unique needs of marketplaces and marketplace sellers as well as brands. Additionally, Mabaya enhances 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.”