The Taboola/Outbrain merger – A threat or an opportunity?
The world of native advertising was rocked on October 3, 2019, when Taboola and Outbrain announced their merger.
There is no doubt that Adam, Yaron, and their teams deserve a lot of credit for building large and respected digital marketing companies. The rationale for the merger is obvious. Combined, Taboola/Outbrain will gain business scale, operational synergies and improved margins and profitability by reducing market competition.
This merger will incentivize publishers and advertisers, who previously relied exclusively on Taboola or Outbrain for their native ad revenue and traffic, to re-evaluate their strategy and consider open, multi-player native ad solutions, like they previously did in traditional display advertising.
Open and diversified native ad solutions competing for publisher media would offer publishers greater margins and improve advertiser pricing and scale. With the native advertising market expected to break $60 Billion in 2019, approaching 60% of all digital display advertising (according to eMarketer), why limit yourself by keeping all of your native ad business invested with a single native ad network?
Therefore, I believe that ad tech/platform vendors and media companies that share the same vision should join together to open the native ad market through technology-based solutions like header bidding which will benefit the entire industry.
Additionally, I expect publishers and advertisers to seek out an independent native ad technology platform, which will enable them to work with multiple native ad solutions, including Taboola/Outbrain as well as others.
my6sense is a SaaS native advertising platform providing a fully programmatic native exchange solution for multi-item native ad units including content recommendation widgets and in-feed ads/content. With ad serving optimized by our powerful Digital Intuition® technology, my6sense ensures optimal performance, user experience and content quality.
That is probably why the Native Advertising Institute’s ‘Native Ad Platform of the Year 2018’ was my6sense.
Want to increase your native ad revenue while continuing to work with Taboola/Outbrain? Reach out to learn more.