Taboola completes $800 million acquisition of Connexity

 Recommendation platform, Taboola has completed its acquisition of e-commerce media platform, Connexity. The transaction brings Connexity’s 6,000 publishers and 1,600 direct merchant relationships to Taboola, enabling new ways for publishers, advertisers and merchants to effectively scale.

Under the terms of the agreement, Taboola acquired Connexity for total consideration including purchase price and retention incentives of $800 million consisting of approximately $590 million in cash and $210 million in Taboola stock.

Moving forward, Taboola will give advertisers and merchants new ways to benefit, by offering Connexity e-commerce solutions across its network of more than 9,000 digital properties that reach 500 million daily active users. By tapping into Taboola’s network of trusted editorial content, e-commerce brands will be able to drive customer acquisition by placing their products on more stories that consumers are reading.

Connexity has solutions for merchants and publishers, including:

2) Merchants

-Publisher network: Connexity enables merchants such as Walmart, Overstock, Chewy, and Michael Kors to reach relevant shoppers on the open web via its expansive publisher network, as well as bespoke search platform integrations. The company connects consumer buyers with more than 750 million product offerings on its shopping intent network, driving more than 1 million monthly transactions for its advertisers.

-Social influencers: Merchants can also reach relevant shoppers through social influencers–those with at least 10,000 followers and many with millions. Brands including Wayfair, Lands’ End and Forever 21 are leveraging this offering to drive significant buyer engagement when social influencers promote their products through their social media posts.

2) Publishers

-Shopping section: Connexity enables publishers to launch their own shopping section on their websites, giving users a contextual and relevant shopping experience. Leading properties including Better Home & Gardens by Meredith, CNET, and Best Reviews, who are using this offering to build their own customised e-commerce offerings and connect buyers with products they may love.

-Commerce content platform: Enabling publishers to automatically integrate product offerings into their editorial content, allowing readers to instantly purchase relevant products based on the articles they are reading. Publishers including Condé Nast, Hearst, Dotdash, Hello! Magazine and News Corp Australia are scaling e-commerce into a key revenue stream for their business.

At a time when, according to eMarketer, over 60% of U.S. publishers are turning to e-commerce as a top revenue source, I believe every publisher is going to develop an e-commerce strategy. With Taboola and Connexity, publishers will get instant access to an innovative technology connecting readers with products, which capitalises on where consumers spend a large part of their day–reading trusted news online.

Adam Singolda, CEO and founder, Taboola