Taboola and Outbrain, two digital advertising platforms,
announced in early October that they have entered into an agreement to merge to
create a meaningful advertising competitor to Facebook and Google.
The deal is subject to customary closing
conditions. Both companies’ boards of directors have approved the transaction.
The combined company will “provide enhanced
advertising efficacy and reach to marketers worldwide, while helping news
organizations and other digital properties more effectively find growth in the
years to come,” according to Taboola.
According to eMarketer, almost 70 percent of
total U.S.
digital advertising revenue in 2019 is controlled by three companies — Google,
Facebook and Amazon. “We’re passionate about driving growth for our customers
and supporting the open web, which we consider critical in a world where walled
gardens are strong, and perhaps too strong. Working together, we will continue
investing to better connect advertising dollars with local and national news
organizations, strengthening journalism over the next decade. This is why we’re
merging; this is our mission.”
Upon closing, Adam Singolda, the founder and
current CEO of Taboola, will assume the CEO position of the combined company,
which will operate under the Taboola name.
The combined company will have over 2,000
employees in 23 offices, serving over 20,000 clients in more than 50 countries
across the North America, Latin America, Europe, Middle
East and Asia-Pacific regions.
News and Tech
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