Baker McKenzie recently acted for Criteo, a global commerce marketing technology company headquartered in Paris and listed on NASDAQ, in its acquisition of Australian retail media software platform Brandcrush. Brandcrush provides a platform which allows retailers and brands to manage media orders, inventory, and supplier management across all media channels. Criteo’s retail media solutions include sponsored ads, on-site display, and off-site ads.

Baker McKenzie's lead partner on the transaction, Tharani Dharmaraj stated: "This represents a strategic acquisition for our client, Criteo and will allow the company to offer an omnichannel monetization solution for retailers to manage their entire media inventory."

Tharani further commented: "The transaction kicked off just prior to Christmas and was negotiated in a very compressed time-frame dealing with Criteo teams in both Europe and the US. The target being a start-up required innovative arrangements to deal with and purchase shares from VC investors and almost 50 shareholders."

The transaction was led by Tharani and Frank Castiglia and supported by Alanna Rennie and Anthony Guerrieri, with support from specialist teams across the Firm.

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