Bidding Platform Koddi Buys a Hotel Ad Tech Division From Criteo
Skift Take
This relatively small deal tells a larger story about the structural reasons why hotels have been behind the curve in digital marketing relative to retail and other sectors.
Koddi, a bid automation platform mostly in travel metasearch that's based in Dallas-Fort Worth, has acquired the travel performance-marketing business of Criteo, a publicly held French digital advertising company that delivers online ads for brands.
After this acquisition, Koddi argues it will be more easily able to drive traffic to its clients via HookLogic's channels and to get closer insights into ad performance at the property level.
The companies did not disclose the terms of the deal.
In October 2016, Criteo bought HookLogic, which does performance marketing, in a $250 million deal.
HookLogic has primarily helped retailers buy sponsored listings for consumer products such as shoes, smartphones, and bags, across its network of retail commerce sites and apps. It had raised around $40 million in venture funding from firms like Bain Capital Ventures.
