Outbrain acquires Zemanta, a dedicated native programmatic DSP

Zemanta’s technology paired with Outbrain’s interest graph to put native advertising on the same scale as display

e4m by exchange4media Staff
Updated: Jul 27, 2017 12:18 PM

Outbrain, the premium discovery platform, has acquired Zemanta, a Slovenian-founded startup headquartered in New York City whose DSP product is being used by dozens of agencies as their platform of choice for programmatic native advertising solutions. Zemanta’s native demand side platform will continue to operate as a standalone product after the acquisition.

Using Zemanta’s One Native DSP, marketers and agencies have a unique opportunity to access the largest native supply opportunities in the world, spanning dozens of programmatic native networks and including large marketplaces like Yahoo, Facebook and Outbrain. Zemanta is unique in its ability to bid based on predicted user engagement, making it a natural fit with Outbrain’s offering.

This acquisition will allow Zemanta to grow its current business, serving existing brands, agencies, and marketers while continuing to expand globally.

“Digital marketing has grown on the strength of two important trends -- efficiency gains from programmatic buying and the effectiveness that comes with native advertising,” said Yaron Galai, Outbrain CEO. “Marketers no longer have to sacrifice one in favour of the other. By pairing Outbrain’s global network with Zemanta’s platform, marketers benefit from scale, brand safety, and user engagement all together in one offering.”

“We are incredibly excited to be joining the world’s leading native advertising company, Outbrain. Together, we have the resources and scale to show the world how native advertising will truly be the foundation of the next phase of online advertising,” said Todd Sawicki, CEO of Zemanta. “Now under the umbrella of Outbrain, we will continue to grow the Zemanta One Native DSP and build upon the industry leading features that have made our DSP the best in class platform for programmatic native buyers.”

Managing Director of Outbrain Asia Pacific, Ayal Steiner commented, “Native is booming across APAC and the Zemanta acquisition puts Outbrain in a unique position to drive success for brands and agencies in this space. The ability to run programmatic native campaigns and find the right audience across any Native platform means Outbrain is now the platform of choice for brands and agencies seeking to run programmatic native campaigns efficiency through one platform and reach millions of people on any device.”

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