Ad-tech firm Criteo buys HookLogic to boost e-commerce capability
French ad-tech company, Criteo, has acquired start-up HookLogic, an e-commerce performance marketing platform, for $250m, looking to drive up sales for retail brands by combining its ad-targeting software and HookLogic's exchange of e-commerce sites. Based in New York, HookLogic is expected to bring in $130m in gross revenue in 2016.

In the second notable acquisition of the past couple of days, French ad-tech company Criteo has bought startup HookLogic to beef up its ecommerce capabilities for advertisers.

HookLogic works with retail and packaged-good brands like Macy's, Target and Procter & Gamble to run sponsored posts on ecommerce sites that are targeted according to what products consumers browse. For example, Nespresso has used HookLogic to buy a sponsored section of Macys.com to drive traffic to Macys.com landing pages that sell coffee-making machines.