New York-based content and native ad platform Outbrain has struck a deal to acquire Gruner + Jahr subsidiary Ligatus, a European-focused native ad provider. G + J is part of Bertelsmann. The proposed agreement, which is subject to regulatory and other approvals, is structured as a stock deal, although specific terms were not disclosed.
The parties said they hope to complete the transaction in the second quarter.
Ligatus is said to deliver more than 37 billion ad impressions per month and will strengthen Outbrain’s footprint in Europe with over 1,400 publishers.
“By combining the sophisticated native advertising offering of Ligatus with Outbrain’s strong targeting technology and reach, the benefit for marketers, publishers and users will be a trustworthy feed of discovery that is powered with a strong underlying, non-interruptive advertising experience,” stated Outbrain co-CEO David Kostman.