Marketing technology firm Criteo Inc. has acquired performance marketing exchange firm HookLogic Inc. for $250 million.

Founded in 2004, HookLogic provides closed-loop marketing for brand advertisers through partnerships with leading retailers and travel companies, with their platform connecting large retail e-commerce sites with consumer brand manufacturers who then compete for online shelf-space via sponsored product ads.

Advertisers use the company’s platform to reach in-market shoppers, drive traffic to products, and attribute resulting sales, while retailers earn revenue on cost-per-click native ads, linking manufacturer marketing spend directly to retail sales.

Partners and advertisers include Walmart, Target, Best Buy, Macy’s, Expedia, Hasbro, Intel, LG, L’Oreal, Mondelez, Philips, Microsoft and Marriott.

Integration

Criteo said it would integrate its technology for predictive bidding and product recommendations into HookLogic’s products to bring increased campaign performance to those company advertising using the site.

That technology includes the use of MongoDB to turn petabytes of data into clicks and conversions, utilizing 10gen’s database to store product catalogs from what was in 2013, when they appeared on SiliconANGLE’s theCUBE, some 3,000 major e-commerce sites.

At the heart of the company’s environment is a multi-petabyte Hadoop cluster that grows at a rate of 20 terabytes a day, with the system evaluating every single ad impression in order to optimize user engagement.

Prior to acquisition, HookLogic had raised $39 million over four rounds from investors including Bain Capital Ventures, Fung Capital USA, Intel Capital, Michael Barrett and Mousse Partners.

The acquisition remains subject to customary conditions and is expected to close in the fourth quarter of Criteo’s fiscal year.

Image credit: Hooklogic