The announcement of the merger of Outbrain and Taboola in October 2019 recently questioned the native internet advertising community. These two players, often associated with the creation of clickbait content, have been able to justify their ambition through various strategic decisions. This merger therefore declares a desire to grow and to impose itself more on this market dominated by web giants. It is an ambition which remains above all a challenge; the new company that will emerge from this merger will have to succeed in organizing itself effectively in order to offer something up to its direct competition.

Two Rivals Both Similar and Promising

What you need to know about Outbrain
Outbrain is a startup founded in 2006 by Yaron Galai and Ori Lahavs. It is initially a platform for recommending El Salvador Email List content in text format.

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The company raised $ 194 million in funds from Susquehanna Growth, GlenRock Israel, Rhodium, Lightspeed Venture Partners, HarbourVest Partners and Index Ventures among others. Its head office is located in New York in addition to its 18 offices located around the world.

In terms of workforce, the company has 800 employees who respond to customer inquiries in 55 countries and 14 different languages. Outbrain has acquired various companies over the past 10 years such as Visual Revenue, Revee, Zemanta, ADNgin or Ligatus.

The content recommendation platform reaches 1.2 billion users per month. She works with influential partners like: CNN, BBC, The Washington Post, The Guardian, and Sky News. Outbrain also works with French-speaking publishers such as Le Parisien, Le Monde, France Télévisions, Les Échos, Orange, TF1 and even L’Équipe.

What to Know About Taboola

Taboola is a company founded in 2007 by Adam Singolda. It is initially a platform for recommending content in video format.

The company raised $ 160 million from various investment funds , including Bearing Capital, Planven Investments, DMG Ventures, Advance Publicaions and the Daily Mail. Its head office is also New York, in addition to its 15 offices located around the world and a workforce of 900 employees.

Like Outbrain, Taboola has acquired various companies over the past 10 years such as ConvertMedia, Perfect Market, Commerce Sciences or Celltick – Start Magazine. The content recommendation platform has more than 20,000 customers and generates an average of 1.4 billion visitors per month.

Taboola works with influential partners like CNBC, Huffington Post, Microsoft, Business Insider, Le Figaro, NBC News, etc.

A Common Ambition and Competition

Taboola and Outbrain have two things in common. They share a similar vision as a content recommendation company and face the same challenges that Facebook and Google pose in the marketplace.

In 2019, the eMarketer company claims that 70% of digital advertising revenue in the United States is held by just three companies: Google, Facebook and Amazon. The giant Facebook has 2 billion monthly active users, while Google says its Display Network reaches 90% of users on the internet.

The founder of Taboola mentions on his company’s blog his feelings about the giants of the web. According to him, the growth of these companies makes consumers vulnerable. Adam says internet users care about their privacy, while advertisers offer more choice, more transparency, and less dependency. Publishers, for their part, seek to develop loyal relationships with users.

Outbrain and Taboola have the ambition to be a more human alternative than the Facebook and Google duo. The union of former rivals is a move that the founder of Taboola considers “timing that could not have been more relevant”.

Indeed, the company MediaMath also announced for its part a new partnership including more than ten companies with a similar objective: that of increasing the level of transparency in the digital advertising ecosystem. It targets technology companies (IBM and Oracles), publishers (Business Insider), but also cybersecurity firms like White Ops.

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