Dive Brief:

• Content recommendation company Taboola has bought outstream video company ConvertMedia for a little less than $100 million, according to TechCrunch.
• Taboola founder and CEO Adam Singolda wrote in a blog post that the deal brings Taboola three key benefits: the ConvertMedia team; progress toward the goal of becoming a more prominent player in the video/TV space; and the ability to offer publishers a full native funnel with its tech stack.
• “If Taboola streams more than 1 billion videos daily, then Taboola becomes a significant source of video supply, which today is mostly Facebook, Snapchat and YouTube," Singolda told TechCrunch.

Dive Insight:

Taboola feels the deal will allow it to surface videos in a feed-like experience similar to Facebook. The company described the service as “exciting and timely” in an email sent to Marketing Dive, explaining that TV marketers are seeking a way to reach quality users on premium publishers’ websites in “a very personalized way.” On the publisher side of things, the deal means that Tabloola can offer a technology stack that includes programmatic sponsored content, native and video.

ConvertMedia brings Taboola its video technology and a portfolio of video units that offer publishers a balance between user experience and earning revenue from videos served on their websites. Taboola provides 360 billion content recommendations per day on publisher sites to about 1 billion unique users, Singolda told TechCrunch. Taboola hopes the acquisition of ConvertMedia can help the company reach 1 billion video views per day.