Performance marketing firm Criteo has signed a definitive agreement to acquire ad exchange HookLogic, in a move that will strengthen its own capabilities and help the firm connect eCommerce sites with consumer brand manufacturers.

“With HookLogics acquisition, Criteo is adding a complementary performance marketing solution to its portfolio, focusing on delivering more value to brand manufacturers and retailers alike,” said Eric Eichmann, CEO of Criteo.

“We are excited to help develop the HookLogic platform with our own sophisticated technology and to bring their solution to marketers across the globe. Jon and his team at HookLogic are some of the best minds in performance advertising and we are thrilled to welcome them to the Criteo family.”

HookLogics ad link manufacturer marketing spend directly to retail sales, unlike traditional advertising tactics, and its performance marketing exchange deals with many of the worlds largest online retailers and brands.

Criteo plans to integrate its predictive bidding and product recommendation technology into HookLogics products to increase campaign performance and enable retailers to further monetise their traffic.

“We are thrilled to join the Criteo team, who share our passion for transparent, accountable, and relevant marketing,” said Jonathan Opdyke, CEO of HookLogic. “Criteos global scale, extensive client base, unmatched technology and team provide a tremendous opportunity to rapidly accelerate HookLogics business and expand performance marketing solutions for our clients.”