Outbrain Buys Ligatus for European Expansion

New York-based Outbrain, which combines delivery of personalized online, mobile and video content with data to help publishers understand audiences, is to acquire native advertising specialist Ligatus in a stock deal, terms of which have not been undisclosed.

Delivering more than 37 billion ad impressions per month, Ligatus provides publishers with tailored and contextual advertising alongside their content in a multi-device format, helping marketers reach, engage and convert their target audience using advanced dynamic algorithms. The firm is headquartered in Cologne, Germany, with additional offices in France, Spain, Italy, Belgium and Netherlands, and is a fully owned subsidiary of Bertelsmann-owned publishing house Gruner + Jahr, which will own shares in Outbrain once the transaction closes.

Outbrain says that through the addition of the Ligatus publisher network, it will expand and strengthen its position in Europe. David Kostman (pictured), co-CEO of Outbrain, adds: '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.'

Web site: www.outbrain.com and www.ligatus.com .