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Taboola and Outbrain merging (13)

10-03-2019 01:05 PM #1 eurosen (AMC Alumnus)
Taboola and Outbrain merging

https://www.businessinsider.com/tabo...e-2019-10?IR=T

Wow

10-03-2019 01:43 PM #2 jack_l (Veteran Member)

Yes... I just saw that... huge news indeed!

10-03-2019 02:09 PM #3 taormina (Member)

Dayuuuum

10-03-2019 04:23 PM #4 caseyxz (Member)

This is huge! Is there a stock we can buy?

10-03-2019 04:37 PM #5 Mr Green (Administrator)

Great news!

10-03-2019 06:28 PM #6 thedudeabides (Moderator)

$$$

That's gonna make for some BIG campaigns.

To have all that volume and higher quality traffic in one place... they're really leaving other native ad networks in the dust.

I imagine compliance will get a little bit stricter too.

Exciting times ahead.

10-03-2019 08:17 PM #7 matuloo (Legendary Moderator)

I just wrote a short entry about this topic for the STM & MRKTRS newsletter, which is going out tomorrow, but since we are already discussing it, let me post it here too

TABOOLA ABOUT TO MERGE WITH OUTBRAIN.

Have you heard the news already? The two biggest native networks are about to merge.
Yes, we are talking about Taboola and it’s “rival network” Outbrain.
Actually, it’s not a merge, Taboola is about to BUY Outbrain.
And it’s not about peanuts at all

- Taboola said it will acquire Outbrain for $250 million in cash and 30% equity of the combined company.

This will likely cause a pretty interesting situation for the publishers working with either of these networks.
The reason is quite simple For years, these two ad networks were literally competing for the available ad-space, each of them trying to get the best quality publishers under their wings.

Where there is competition, there is always the chance to benefit from it.
So the biggest pubs could easily get a bit better conditions such as a higher revenue share, from either of the said networks.
And that might be over now…

Then there is the media-buyer/advertiser side of things.
Each of the networks has their approval rules and teams to enforce these.
It will be interesting to watch how the “New Taboola” handles this.
Will they choose the more strict approach or loosen the rules a bit? Time will tell.

One way or another, there is a “new” big player in the online advertising space and their daily reach is nothing short of amazing:

Outbrain and Taboola’s clients include CNBC, CNN, The Washington Post and the BBC and the companies say they reach 1.2 billion and 1.4 billion people a month respectively.

.
.
.
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I'm really looking forward to the outcome of this merge, with the new privacy regulations that will definitely impact cookie/pixel based and behavioral targeting (FB for example), I see bright future for the more traditional ad networks, which native fits well

10-03-2019 09:38 PM #8 Revcontent_Support (Member)

Quote Originally Posted by matuloo View Post
I just wrote a short article about this topic for the STM & MRKTRS newsletter, which is going out tomorrow, but since we are already discussing it, let me post it here too

TABOOLA ABOUT TO MERGE WITH OUTBRAIN.

Have you heard the news already? The two biggest native networks are about to merge.
Yes, we are talking about Taboola and it’s “rival network” Outbrain.
Actually, it’s not a merge, Taboola is about to BUY Outbrain.
And it’s not about peanuts at all

- Taboola said it will acquire Outbrain for $250 million in cash and 30% equity of the combined company.

This will likely cause a pretty interesting situation for the publishers working with either of these networks.
The reason is quite simple For years, these two ad networks were literally competing for the available ad-space, each of them trying to get the best quality publishers under their wings.

Where there is competition, there is always the chance to benefit from it.
So the biggest pubs could easily get a bit better conditions such as a higher revenue share, from either of the said networks.
And that might be over now…

Then there is the media-buyer/advertiser side of things.
Each of the networks has their approval rules and teams to enforce these.
It will be interesting to watch how the “New Taboola” handles this.
Will they choose the more strict approach or loosen the rules a bit? Time will tell.

One way or another, there is a “new” big player in the online advertising space and their daily reach is nothing short of amazing:

Outbrain and Taboola’s clients include CNBC, CNN, The Washington Post and the BBC and the companies say they reach 1.2 billion and 1.4 billion people a month respectively.

.
.
.
.

I'm really looking forward to the outcome of this merge, with the new privacy regulations that will definitely impact cookie/pixel based and behavioral targeting (FB for example), I see bright future for the more traditional ad networks, which native fits well
Hey, if you're interested, we definitely have some opinions on the matter. Our COO just wrote an op ed here if you want to check it out: http://blog.revcontent.com/taboolabrain/

10-03-2019 11:29 PM #9 jeremiahandor (Member)

Interesting times are apon us

10-04-2019 01:29 AM #10 jack_l (Veteran Member)

Quote Originally Posted by Revcontent_Support View Post
Hey, if you're interested, we definitely have some opinions on the matter. Our COO just wrote an op ed here if you want to check it out: http://blog.revcontent.com/taboolabrain/
Thanks for posting that - very interesting...

I'll say, one feather in ya'll's cap is that the Brand/whitelist targeting allows really good publishers to shine.

I spend way more on Taboola and Outbrain overall, but there's a few really good publishers on your network who I'll bid 2.00$ a click on when everyone else is 0.50$, just because those individual sites have such amazing traffic, whereas on Taboola/Outbrain it all averages out more and there's not those super-high outliers.

10-04-2019 01:35 AM #11 jack_l (Veteran Member)

Quote Originally Posted by thedudeabides View Post
$$$

That's gonna make for some BIG campaigns.

To have all that volume and higher quality traffic in one place... they're really leaving other native ad networks in the dust.

I imagine compliance will get a little bit stricter too.

Exciting times ahead.
I agree. I think they'll likely take it as an opportunity to get a bit stricter on what they allow...

But yeah, will definitely be a massive, massive amount of traffic... 2.2 billion dollars per year revenue (to be conservative) suggests total ad spend of about 6 million per day.... that's a lot of clicks!

10-04-2019 04:12 PM #12 Revcontent_Support (Member)

Quote Originally Posted by jack_l View Post
Thanks for posting that - very interesting...

I'll say, one feather in ya'll's cap is that the Brand/whitelist targeting allows really good publishers to shine.

I spend way more on Taboola and Outbrain overall, but there's a few really good publishers on your network who I'll bid 2.00$ a click on when everyone else is 0.50$, just because those individual sites have such amazing traffic, whereas on Taboola/Outbrain it all averages out more and there's not those super-high outliers.
Totally - and we're super focused on that aspect with a few other advertiser features especially like Bid by Widget. If you notice a specific widget or set of widgets is performing better than others, and you want additional inventory, you are now able to adjust the bid amount for those widgets individually, instead of across an entire topic, or brand.

10-09-2019 06:22 PM #13 joe_versiontwo ()

Quote Originally Posted by jack_l View Post
I agree. I think they'll likely take it as an opportunity to get a bit stricter on what they allow...

But yeah, will definitely be a massive, massive amount of traffic... 2.2 billion dollars per year revenue (to be conservative) suggests total ad spend of about 6 million per day.... that's a lot of clicks!
THIS. Combined marketplace will mean advertisers that have historically had success or favour one platform over the other will be open to a whole new world of supply.

I'm excited as an advertiser but it'll be interesting to see how it flushes out for publishers who until now have always played one vs the other for revenue guarantees or stricter content controls.

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