Israeli company Taboola brings native to programmatic with its recent acquisition of Perfect Market. Taboola, the leading content discovery platform, today announced that it has acquired Perfect Market, a leading provider of digital publishing software solutions for driving traffic, engagement and revenue. Taboola’s expected annualized run-rate post-acquisition will reach approximately $250M. By combining Perfect Market’s programmatic advertising technology with Taboola’s global, industry-leading content distribution and monetization capabilities, Taboola will create a world-class content discovery platform that provides publishers with a “one-stop-shop” for full page monetization across all platforms. The new programmatic offering will be called “Taboola-X,” and will enhance Taboola’s existing paid-content offering.
“Early on, we identified a need by publishers for a consolidated solution, including both native placements in-feed and programmatic. Perfect Market has put together an impressive team as well as created superior programmatic technology, and together, we’ve teamed up to provide publishers with innovative solutions to help streamline all content and revenue efforts,” said Adam Singolda, founder and CEO of Taboola. “With Taboola-X and the introduction of full page monetization opportunities, publishers will be able to drive even stronger monetization results across all platforms with Taboola, and drive an exciting ROI back to content and journalism.” Prior to founding Taboola, Singolda developed his analytical skills while serving as an officer in an elite mathematical unit of the Israeli National Security Agency.
The acquisition supports Taboola and Perfect Market’s shared mission to help publishers engage consumers as well as generate revenue. The combined solution will provide publishers with the ability to monetize IAB (Interactive Advertising Bureau) standard size ad units on their websites by delivering the right sponsored message to users in real-time.
Magna Global projects that U.S. programmatic ad spending will reach $9.8 billion this year. Globally, Display is projected to grow to $51.8 billion with overall Internet advertising spend reaching $121 billion. The Perfect Market transaction, Taboola’s first acquisition, will help to accelerate programmatic native advertising growth overall in the market.
“It’s no secret that Taboola delivers amazing revenue for their publishers, all while providing top-notch customer service,” said Julie Schoenfeld, CEO at Perfect Market. “We’re honored to be working with a company that is growing at warp speed and we’re excited to join forces with Taboola to help even more publishers in the market by expanding our product offerings to mid-market publishers for the first time.”
Headwaters MB, an investment banking firm, advised Perfect Market on the transaction.
Taboola is headquartered in New York City, with R&D in Israel and offices in London and Bangkok, Taboola is the leading content discovery platform. Taboola serves over 150 billion content recommendations to over 400 million unique visitors every month on the Web’s most innovative publisher sites, including USA Today, The Huffington Post, Time, and The Weather Channel. Publishers, marketers, and agencies leverage Taboola to retain users on their sites, monetize their traffic, and distribute their content to drive high-quality audiences.