Outbrain Buys Reader Personalization Specialist AdNgin

In the US, content discovery and personalization platform Outbrain has acquired AdNgin, which offers reader recommendations based on individuals' visual preferences. Terms of the deal have not been disclosed.

Tel Aviv-based AdNgin uses a proprietary algorithm to A/B test channels and understand consumers' personal interests and digital interactions. Through the acquisition, Outbrain's sixth to date, the pair say they will combine their technologies to help publishers see higher RPMs (revenue per mille*), marketers higher CTRs (clickthrough rates), and readers better overall content. Amnon Lahav (pictured), co-founder of AdNgin joins Outbrain as Head of UI Optimization with more than a decade of UX experience.

Yaron Galai, founder and CEO at Outbrain, comments: 'As we're innovating our platform with transformative initiatives - in-feed autoplay video and endless feeds of content discovery - we can't forget what makes Outbrain perform in the first place: reader personalization; from the personalization of content to the personalization of UI. This acquisition will help us seamlessly focus on the entire, personalized journey'.

Web sites: www.outbrain.com and www.adngin.com .


* a mille is 1,000 impressions