Content recommendation rivals Taboola, Outbrain to merge

Digital content promotion platforms Taboola and Outbrain announced that they have entered into an agreement to merge into a single, unified company Thursday.

The combined resources of both companies have the potential to expand advertising reach for media publishers and advertisers globally, with the potential of helping digital properties scale in years to come.

The consolidated company will retain Taboola’s namesake, with Taboola founder Adam Singolda serving as CEO. According to the agreement, Outbrain shareholders will receive 30% equity in the new company and a $250 million cash payout.

Combined, the companies say they’ll serve ads across 20,000 online properties, reaching an audience of 2.6 billion.

Why we should care

For Taboola and Outbrain stakeholders, the merger has been a long time in the making given the comparative capabilities and customer bases of the two platforms.

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