Online content recommendation platform Taboola will look to prove that programmatic and native advertising can work together with its latest acquisition.
The New York-based enterprise has announced a purchase for Perfect Market, which helps publishers drive traffic, engagement and ad revenue to their sites via programmatic ad solutions.
This technology is expected to be paired with Taboola’s native ad platform to create a “programmatic native” service called Taboola-X, enabling publishers to monetise all aspects of their pages through one provider.
While there are obvious questions to be asked about how 'native’ ads can support their mantle while being connected to programmatic buying, Taboola claims to have witnessed strong demand for a service which ties the two together.
A fee for the deal remains undisclosed. However, Perfect Market’s raising of $30.6 million in venture funding from the likes of Canyon Partners and Trinity Ventures would suggest a price tag north of this amount.
Programmatic advertising is currently huge business in the US, where 98% of publishers use this form of automated ad selling to provide data-driven services to their advertiser clients.
Early reports suggest Taboola will look to capitalise on the growth for programmatic by finding ways of linking it to the company’s existing services. These include content recommendation bars, used by Huffington Post and Time among others, which urge users to migrate from the site in question to further their reading.
Adam Singolda, founder and CEO of Taboola, believes there is certainly scope for a “one-stop shop” for page monetisation across all platforms.
“Early on, we identified a need by publishers for a consolidated solution, including both native placements in-feed and programmatic,” he said.
“With Taboola-X and the introduction of full-page monetisation opportunities, publishers will be able to drive even stronger monetisation results across all platforms with Taboola, and drive an exciting ROI back to content and journalism.”