Taboola and Outbrain recently announced a plan to merge, joining forces to reach over 2 billion people per month via content recommendation widgets at the end of popular news articles online. The two rivals, based out of New York City, have been reliable sources of online ad revenue for publishers for over a decade.
Post-merge, the company will have over 2,000 employees in 50 countries and serve 20,000 customers. In a digital ad market currently dominated by Google, Facebook and Amazon, both Taboola and Outbrain say this is a move to put power back into the hands of its customers.
Publisher and advertisers are expressing mixed feelings about the merger. Some anticipate the advantages of greater scale and transparency, but some are worried the lack of competition will negatively impact pricing and ad quality.
What does the merger mean for Adpoint?
Last year, we integrated with Taboola’s platform to automate the native ad booking process for our customers – many of which are media companies who also partner with Taboola or Outbrain.
The integration further strengthens our goal to remain a single-solution for media companies today. Digital publishers, for example, can now book their Taboola native ads and their Google Ad Manager display ads into Adpoint and seamlessly push each ad to the appropriate ad server. On the start date, delivery data is automatically updated in Adpoint for pacing, reporting and billing.
We’re feeling optimistic about the outcome and do not expect any potential changes to the Adpoint-Taboola integration as a result. As always, we will continue to work with our customers and dedicated partners to remain up to date with changes but watch this space for any updates.
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