Mistral, the artificial intelligence company, has acquired Pimento, an advertising technology startup, in a deal worth €12.7m. The consideration is a mix of cash and shares, according to filings seen by Sifted.
The acquisition points to Mistral expanding beyond its core AI models into adjacent commercial applications. Pimento’s adtech focus suggests Mistral may be looking to apply its technology to digital advertising and marketing.
Sifted reports the deal exclusively, and the filings provide the financial details. No other sources are available, so the strategic rationale beyond the transaction itself is not independently confirmed.