Outbrain takes over Teads
Outbrain has completed the acquisition of Teads. The merged adtech company will operate under the name Teads and act as an omnichannel advertising platform for the open web.
The acquisition of Teads by Outbrain creates a new player in the digital advertising market. The merged company combines branding and performance advertising on a platform that enables advertisers to achieve end-to-end measurability across various channels - from web and mobile to connected TV (CTV). The technology is based on a combination of contextual and behavioural data as well as AI-supported predictive optimization.
The transaction value is reportedly around 900 million dollars - of which 625 million in cash and 43.75 million Outbrain shares. With an estimated advertising revenue of 1.7 billion dollars (2024) and synergy potential of up to 75 million dollars, the merged company Teads intends to further expand its position in the adtech market.
The new company, which claims to reach around 2.2 billion consumers worldwide, will be led by Outbrain CEO David Kostman. "This transformative merger creates a company that directly addresses a major gap in the advertising industry: a scaled end-to-end platform that can drive results from branding to purchase decisions across all screens," Kostman is quoted as saying in a press release.
The previous Teads bosses Jeremy Arditi and Bertrand Quesada will take on the roles of Co-President and Chief Business Officer for America and the international markets respectively.
