Ad Taboola Digital Companies and Outbrain to Merge

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Taboola News, a competition with Apple News, offers headlines on Android phone lock screens.

Photo:

Photo: Taboola

Competitors suggested content Taboola and Outbrain agreed to merge.

The companies, which advertise the publishers' websites, will meet and work under the name of Taboola.

In a blog post, Outbrain said that its shareholders get the stock equivalent to 30% of the combined company and $ 250 million in cash.

Taboola is in partnership with news organizations such as USA Today, HuffPost and Business Insider. Taboola publishers pay to include links in their recommended engine and send readers to their sites. Outbrain suggestions also give users' Internet content.

Last year, Taboola signed a Chinese smartphone maker

ZTE Corp.

to include recommended Taboola links on some of its phones.

Taboola and Outbrain, through blending, say that they will be able to compete better with the technology giants who have a huge impact on the online advertising market.

“We will be able to create a stronger competitor

Facebook Inc.

and

Alphabet Inc.

Google's, giving a more prominent option to advertisers, ”said Taboola Chief Executive

Adam Singolda

said in a statement.

Mr Singolda, who founded Taboola, will act as CEO of the combined company.

Write Micah Maidenberg at micah.maidenberg@wsj.com

Copyright © 2019 Dow Jones & Company, Inc. All rights reserved. 87990cbe856818d5eddac44c7b1pdeb8

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