Taboola Breaks Taboo On 'Programmatic Native,' Acquires Perfect Market

Programmatic's courtship of native advertising continues to roll on.

Taboola, a content advertising platform, on Monday announced it has acquired Perfect Market, a supply-side platform (SSP) for programmatic advertising. Post-acquisition, Taboola will combine the two ad platforms and roll out a new “programmatic native” platform, dubbed Taboola-X. Per a release, Perfect Market’s team of 25 will continue managing the programmatic business.

Financial terms of the deal were not disclosed. Taboola said that after the deal, its expected run rate will be $250 million, up from $100 million in November 2013. A “run rate” is a 12-month projection of revenue.

“Early on, we identified a need by publishers for a consolidated solution, including both native placements in-feed and programmatic,” stated Adam Singolda, founder and CEO of Taboola.

Nearly every publisher in the U.S. uses programmatic advertising in some way, per a recent report from Winterberry Group and the IAB (Interactive Advertising Bureau). Marketers are bullish on native advertising as well, with another report, from OneSpot and 614 Group, finding that 22% believe all online ads will be native in the future.

Taboola’s content ad platform is used by USA Today, The Huffington Post, Time and The Weather Channel, among others. The company claims it serves over 150 billion content recommendations to over 400 million unique visitors every month. Its headquartered New York City with offices in London and Bangkok. Its R&D is done in Israel.

Perfect Market is headquartered in Pasadena, Calif., with offices in New York City, San Francisco and Bangalore, India. It claims to have over 200 publisher clients including the Chicago Tribune, NBC News, Cox Media and others.

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