Outbrain Buys Teads for $900m and Takes its Name

Ad tech company Outbrain has completed the acquisition of programmatic platform Teads, and the two companies will merge under the latter's name. The new company's offer will include predictive technology, audience understanding capabilities and outcome measurement.

Outbrain combines delivery of personalized online, mobile and video content with data to help publishers understand and engage audiences. Previous acquisitions include reader recommendation engine AdNgin, and native advertising specialist Ligatus. The company began trading on the Nasdaq Global Market in 2021.

The Teads buy was first announced last summer, but the share purchase agreement underpinning it has been revised since. Outbrain will now pay a total consideration of approximately $900m, split into $625m cash up-front and 43.75 million of its common stock shares valued at c.$263m.

The firms say their key strengths once combined will include exceptional reach at great scale, across exclusive environments; creatives built for outcomes; AI-powered predictive technology; and an expansive omnichannel graph.

Outbrain CEO David Kostman (pictured right), who now becomes Chief Executive of the combined firm, comments: 'I am extremely excited about this new chapter in our journey. This transformative merger creates a company that directly addresses a large gap in the advertising industry: a scaled end- to-end platform that can drive outcomes, from branding to consideration to purchase, across screens'. Co-President and Chief Business Officer Jeremy Arditi (pictured left), adds: 'We're committed to creating a solution that will harness the untapped opportunity of the open internet, and allow all of its constituents to thrive. We believe that by prioritising beautiful creative experiences, trust, and transparency in media, and delivery of meaningful outcomes, we can create a stronger ecosystem that provides value for all'.

Web site: www.teads.com .